Onmi Design’s zesty rebrand for the legacy charcuterie brand Purlom feels as fresh as ever

Purlom, a historic Spanish charcuterie brand founded in Barcelona in 1981, built a strong industry reputation before facing setbacks in the 1990s, leading to the cessation of its operations. Now, under the revival by Industrias Cárnicas Arce from Murcia, a key observation emerged – “You have a great product, but the brand needs to stand out on the self-service shelf.” This insight led to a significant rebranding effort by Murcia-based design studio Onmi Design, tasked with modernising Purlom’s identity while honouring its gastronomic heritage. “We understood from the beginning that Purlom’s rebranding needed a strong concept – a narrative axis capable of emotionally connecting with consumers and giving the brand a meaningful identity,” shares Onmi Design’s Co-founder & Creative Director Rafael Martínez. The team anchored Purlom’s rebranding on a strong narrative concept – ¡A la Mesa! – Spanish for “To the Table!” Through strategic workshops, they explored the brand’s advertising history from the 1970s and uncovered a universal truth – the best moments in life happen around a table.