SECTORS
Branding
CLIENT:
PISCO & PESCA
YEAR
2022
ROLE:
Marketing Director
Branding
About.
Comprehensive rebranding for Pisco & Pesca, a traditional Peruvian cevichería that closed its physical location during the pandemic and was reborn as a dark kitchen. The project covered strategic concept, visual identity, packaging system, and digital presence.
The challenge was not just to update the logo. It was to build a brand that would survive the transition from a dine-in restaurant to delivery-focused packaging, without losing what made it unique.
The concept.
The Big Idea: Every dish has a story to tell
Chef Carlitos, the owner and culinary mind behind Pisco & Pesca, spends his weekends fishing in Ocucaje and sources his organic ingredients from his own hydroponic garden. His restaurant was among the first traditional cevicheras in the country to pioneer sushi rolls on the menu back in 2007.
The entire brand identity was built around this unique truth: Pisco & Pesca is not just another cevichería, it is Chef Carlitos' personal kitchen, defined by his own fresh catch and home-grown produce. Every dish served carries that story.
Brand Ecosystem Activation:
This narrative is woven into every touchpoint of the brand ecosystem. The sushi packaging shares the story of how the chef pioneered makis in a traditional Peruvian cevichería. Social media channels personify the brand through the chef's recipes and video content, while the digital menu details the origins of every single dish.
The Challenge.
A dark kitchen has no storefront, no tables, and no waiters. The brand’s entire first impression rests on the bag the customer opens and the photo the user posts on Instagram.
The challenge was twofold: First, defining a concept that would prevent Pisco & Pesca from being just another delivery cevichería, using the character of Chef Carlitos as our narrative differentiator. Second, translating that concept into a visual system that could withstand budget materials, generic packaging, and highly unpredictable delivery conditions.
Results.
Brand system
Full identity delivered: logo, typography system, color palette, iconography, and brand guidelines.
Applications on packaging, eco-containers, digital menus, social media, and protocol communication.
Brand impact
Pisco & Pesca positioned itself as one of the dark kitchens with the most recognizable visual identities in the sector, with an aesthetic that transitions seamlessly between physical packaging, social media, and customer communication.
The system was built to scale without losing consistency: new lines, new assets, or new channels can be added without having to redesign the core.
