Una a una
El Menú
Background
El Menú is a canned fish brand with a presence in the market since 1969 and a leading position in the foodservice channel. However, in the retail channel, the brand was struggling to convey the high quality of its products or offer a clearly differentiated proposition to consumers.
The challenge
To build meaningful brand content tailored to the retail channel and new target audiences. This involved defining a clear brand model, reorganizing the product portfolio into two quality tiers — El Menú and El Menú Serie Oro — and creating a contemporary, distinctive verbal and visual identity.
The solution
We developed a strong and differentiated brand positioning built around the concept “ONE BY ONE,” highlighting the tradition, craftsmanship, and superior quality behind every El Menú product. This concept became the backbone of the brand story and packaging design, ensuring a consistent and impactful presence on shelf.
