Martin Foods
Team
RDLB
Services
Branding & Identity Logo Design
Strategy
Creative Direction
Web Design
Sales Enablement
Photography/Production
Culture Spotlight.
About
Martin Foods is a multigenerational family business established in Houston in 1944, serving as a trusted protein partner to restaurants, institutions, and businesses across Texas and beyond.
Situated between massive multinational suppliers and small-scale regional players, Martin carved a unique niche—offering big-league logistics and quality with small-company intimacy and heart. They don’t just deliver meat—they deliver long-standing partnerships. Every cut, every order, every client interaction is grounded in a service culture built on friendship, reliability, and deep industry know-how.
The challenge
Martin was competing in an industry driven by catalog margins and faceless transactions. Their competitors sold product. Martin, on the other hand, sold relationships—but their brand didn’t reflect that. The legacy logo and communication focused on chefs and technical skill, failing to highlight what truly made Martin different: its family values, history of trust, and client-first culture.
The Insight
Through strategic conversations and a deep-dive brand workshop, RDLB uncovered a critical truth:
Martin isn’t just in the protein business. They’re in the relationship business.
Their decades-long client partnerships weren’t built on pricing models—they were built on:
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Human-centered service.
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Tailored research and development.
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Collaborative chefs who adapt to client needs.
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Flexibility rooted in trust and experience.
The key shift was to move from a product-based identity to a service-based narrative. Martin’s legacy wasn’t about selling steak—it was about being a true partner at the table.
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The Result
RDLB redefined Martin’s brand from the ground up, aligning every touchpoint with their real identity: a dependable, long-term ally in the food industry.
Brand Identity Overhaul
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Logo Redesign: Replaced the outdated chef hat with a modern, bold mark. The new “M” represents two people reaching out—symbolizing partnership and trust.
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Tagline: “Your friend in the protein industry”—a simple, powerful line that said it all.
The Challenge
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Visual Language: Clean, friendly, modern. Red tones were retained to honor legacy, but applied in a more human and dynamic way.
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Messaging Strategy
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Shifted from chef-centric to relationship-driven messaging
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Emphasized Martin’s history, family story, and client-first mission
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Storytelling that showed how service—not product—was the differentiator
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Website Redesign
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Humanized copy and layout that reflected Martin’s values
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Narrative-rich homepage featuring their legacy and modern-day capabilities
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Clear navigation for potential partners to understand services, history, and team culture
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Content & Social Media Activation
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Branded content campaign built around “Martin & Friends” podcast and team interviews
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Instagram and LinkedIn posts highlighting legacy, team expertise, and behind-the-scenes culture
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Visual storytelling to elevate emotional connection with B2B clients
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From chef hat to handshake, Martin now looks like what it always has been—a family-first business that treats clients like friends.
