Least favourite fish gets a rebrand

Ever heard of Patagonian toothfish? Slimehead? Peekytoe crab? All of these none-too-delicious-sounding fish have been the subjects of successful rebranding campaigns, becoming Chilean sea bass, Orange roughy, and mud crab, in a bid to get people eating them.

Chicago-based practice Span Studio is hoping it can work some similar magic on Asian Carp – an invented, catch-all name for various types of carp which escaped from fish farm retention ponds in the 1970s, and have since taken over the Illinois River. The fish have impacted biodiversity and ecosystems, and there are fears they will go on to damage America’s Great Lakes.

The logo appears on a set of concept packaging designs, which envision how Copi might be sold – all emphasising the locally caught aspect. The ‘Eat well, do good’ tagline is the final element, with the rebrand designed to get people buying the fish at the supermarket, or ordering it from restaurant menus.

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