The stakeholder’s concern was to build a brand with a dynamic and fun essence that transmit practicality, affordability and not graphically connected with asian cosine, once sushi is one of the main plates of the menu and also, without loosing Portuguese feeling.

Furthermore we started a long research process to find a name which could be remarkable, easy pronunciation, fun with an evident comprehension about what the product is. That way, the name Pêxe appears to us, that is nothing more than the Portuguese coloquial way to say fish.

The next step was to validate the name applied in an illustrated logo with a lot of humor. The result couldn´t be better. Nowadays Pêxe is one of the main restaurants in Sintra region mainly for their irreverent communication, since the store, with vibrant colours that refer to salmon (main ingredient) and the sea, reminding the freshness of the fish until its illustrated delivery packaging that gets a new layout every 6 months, so eating fish is always a new experience.

To develop that brand we had the opportunity to create it through a global perspective, from the layout store until delivery packaging to the final client, passing by naming, branding, brand architecture, packaging and social media.