MARTINEZ is Spain’s most renowned baked goods brand. Founded over 50 years ago, it is synonymous with tradition and benefits form a high awareness due, in part, to its emblematic ‘Sobaos’ (a muffin-like product mainly consumed at breakfast). Nevertheless, the competitive landscape in the past years has become more complicated due to an increase in local players and private labels.

The Challenge

: Redesign the range with the aim of clearly communicating its differential values (tradition and expertise) and modernizing the overall look and feel while maintaining brand & product recognition.

More information

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