Snackbar Martino 70

2025

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Aging like a fine wine paired with cheese-egg-frites, Snackbar Martino turned 70 in 2025. What began in 1955 as a simple sandwich grew into something far bigger than food alone. A place with memory, rhythm, and a heart that never left. For its 70th anniversary, we developed a complete visual identity spanning the brand system, event graphics, and a merch collaboration with DEEWEE that brought two Ghent icons together.

Born from chaos, built on legacy

The legend goes that Raymond Noé improvised the Martino sandwich in 1955 when drunken Englishmen demanded food and he only had préparé left. Raw meat and the British did not mix, so he covered it with pilipili, anchovies, pickles, tomato, and Tierenteyn mustard. They loved it. The snack became an instant hit, and Noé renamed his establishment after it.

With its late opening hours, Snackbar Martino quickly became a haven for night owls. Over the years, it welcomed everyone from locals finishing a long night out to visitors such as Tina Turner, Josephine Baker, and even the Voice of Europe: Eddy Wally. 
The story continued across three generations: first Raymond and Vivianne, then Didier and Pascaline, and today Guillaume and Gilles. The Martino remains family-owned and fiercely authentic. The original sandwich disappeared from the menu in the eighties. For the 70th anniversary, the family brought it back for one day only.

A drunken night, a chaotic sandwich, a Ghent institution

Bold type, signature red, unforgettable slogans

We leaned into nostalgia. Bold, iconic typography anchors the identity, paired with Martino’s classic red palette and a diamond motif that nods to the snackbar’s checkered tile heritage. Layered over an extensive archive of family photos spanning seven decades, the system brings history to life while remaining firmly rooted in the present. Slogans carry the attitude. Punchy, direct, and unmistakably Martino. “Chez Martino On Mange Comme Un Roi.” “Smells Like Martino.” “Le Fond Authentique.” Each line captures the spirit of the place: unapologetic, familiar, and impossible to forget. The system works across every touchpoint, from social templates and event signage to merchandise. Everything feels cohesive without becoming rigid. Raw, real, and above all authentic.

Bold. Nostalgic. Unapologetically authentic.

70 years, one massive celebration

70 years, one massive celebration
The anniversary year culminated in a big block party at Gent-Zuid. Music, food, friends, and stories layered on top of each other. 70 years of Martino means seventy years of cooking, serving, and celebrating to the rhythm of music, together with the artists who've always felt at home there.

We developed the complete graphic identity for the event, translating Martino’s legacy into a visual language for the celebration. Live music from the DEEWEE family (Asa Moto, Charlotte Adigéry, 2manydjs) filled the square as friends, family, and the people of Ghent gathered to celebrate. The original Martino sandwich returned for one day only. Legacy meets music. Ghent comes home.

Sounds like Martino

Throughout its history, music has always played a central role at Martino. It has long been the place to start the night before venturing into the city’s vibrant nightlife, and just as often a home for artists to wind down after performing. A late sandwich, a loud conversation, and a soundtrack playing in the background. Music and Martino have always gone hand in hand. For the 70th anniversary, that connection took center stage. A series of carefully curated playlists was assembled as the soundtrack leading up to the block party, celebrating the sounds that shaped the place across seven decades. TOYKYO designed the playlist covers, translating the Martino identity into a set of bold visuals made for streaming platforms and social media. The result turned the anniversary into something you could not only see, but also hear.

Sounds like MARTINO. Tastes like DEEWEE.

DEEWEE Merch Collaboration

To mark the occasion, we designed a special merchandise collaboration with DEEWEE, the Ghent-based label founded by Soulwax’s Dewaele brothers. The collection connected Martino’s cultural legacy with the city’s vibrant music scene, bringing together two Ghent institutions for the anniversary celebration.