La Menorquina was founded in 1940 as a family business by Fernando Sintes, who was committed to innovation and excellence. Today, it is a brand with a long-standing tradition and ice cream-making expertise rooted in Menorca.
The challenge of this project was to reposition the brand in order to reconnect with new audiences, find a relevant and distinctive territory while preserving its legacy and iconic status, and improve visibility and differentiation at the point of sale with a structure capable of conveying its story and positioning.
A brand with history
The first step was to revisit the brand essence, its values, and associated positioning. “Proud of who we are.” With this concept, we recovered the sense of belonging, reconnected with the brand’s story, and highlighted La Menorquina’s tradition and origins.
A new image for a new product
We began by redesigning the logo, using an organic, handmade typeface that feels close and human. We respected the brand’s heritage, recovering some of the original strokes that added uniqueness, while softening curves to convey naturalness and quality—values closely linked to La Menorquina.
Recipes were also recovered to ensure the origin and naturalness of local ingredients, aligning the product with the brand’s new value proposition.
Packaging design
The packaging design had to reflect the brand story, experience, tradition, and its Menorcan origin.
To convey the island’s essence, we used the textures of its iconic houses as background for the designs, acting as a key visual. Light, shadows, and color codes reflected the spirit of the brand.
A strong photographic project was essential, highlighting the textures, nuances, colors, ingredients, and serving suggestions of the ice creams—helping us achieve greater naturalness, appeal, and irresistibility.
Committed to innovation
The new brand positioning—artisanal and natural—inspired the launch of the macaron ice cream. At Columna, we supported La Menorquina in developing the design of this innovation that helps the brand connect and stand out.
La Menorquina’s snack range combines top-quality ingredients with irresistible textures and flavors. Artisanal recipes made with fresh cream, sustainably sourced cocoa, and local fruits and nuts. With each bite, you’re transported to a little corner of the Mediterranean.
