5 Pelaos

5 Pelaos was born to break the solemnity of the seafood market: no white tablecloths or pretentious menus, just good fish and a laid‑back, crew-style vibe.
We developed the naming, branding, and campaign for a seafood brand that positions itself as a family hangout — with a play area, bold flavors, and a personality that doesn’t take itself too seriously.
The challenge was to stand out in a category crowded with generic names ("Mariscos El Puerto", "Mariscos La Ola"): a name with attitude and staying power, that sounds more like a buddies’ nickname than a diner, and an identity that looks just as good on a street sign as it does on social media.
Today, 5 Pelaos is a brand with character — unpretentious seafood to share with family or with the crew.