Maré Viva - Visual Identity

Peixôu was born to celebrate artisanal fishing and deliver fresh fish every day to the tables of São Paulo’s residents, turning the act of buying seafood into a light, healthy, and enjoyable ritual. “From the sea to Mooca” is the concept that runs through the brand, connecting Brazil’s coastal waters to the working-class neighborhood that embraced it — proof that the ocean can, indeed, live in the city.

The logo, with its organic serifs, highlights the “Ô” with a central eye that echoes the shape of a fish, becoming a versatile icon for stamps, favicons, and graphic elements. The color palette blends yellow, blue, and a warm sandy tone. The photography embraces an analog aesthetic, with natural light and subtle grain, evoking a sense of authenticity and closeness.

The result is a warm, memorable, and cohesive visual system that invites the people of São Paulo to rediscover the joy of eating fish. After all, at Peixôu, every day is a fish day.