Creators: Audrey Hardha, Kyra Nicole Silos, Christopher Bui, Emma Cairnes, and James Costa

FISH-ISH

“Tuna. Off the hook.”

the problem.

Overfishing. It’s the biggest threat to our oceans. With temperatures already rising globally, our oceans have been hit with increased carbon absorption, dramatically decreasing their ability to self-regulate and to maintain entropy. Tuna, specifically, has been linked to very unsustainable fishing practices, with many arguing that even the Marine Stewardship Council’s ‘tick’ of approval for sustainability is very misleading and often downright untrue.

the insight.

We want to solve the problem of overfishing yet still preserve the natural tasting fish, whilst allowing our target audiences to still maintain their usual diet and lifestyle. If the brand is optimistic, rather than the usual doom and gloom route that most would turn to, it may produce a higher target audiences as they are more likely to be engaged.

the idea.

Introducing Fish-ish, a lab-grown alternative to canned tuna. Made from Yellowfin Tuna, a higher quality fish than the albacore found in your average tuna can, Fish-ish is a clean, ethical and sustainable source of tuna, that still comes with all the great health benefits that tuna provides. We’ve taken out all the bad stuff and left you with only the good, meaning Fish-ish is a great source of Omega 3 - high in protein and low in fat.

the executions;

case study

product & packaging

We used an electric blue and bright maroon colour palette to stand out from what is already in the canned tuna aisle in supermarkets. It has all the necessary information on the can, including the flavour, some background information on what Fish-ish and cultured meat is, as well as the ingredients, nutrition information and storage instructions. One of the key aspects of Fish-ish’s brand messaging is our focus on ethics and sustainability, and this extends to our packaging. Therefore, our packaging would be made out of 100% recycled material.

brand activation

Research shows that people are confused when it comes to just what is lab-grown meat. So, we need an activation that involves them and helps them understand what lab-grown meat is.

Research shows that people are confused when it comes to just what is lab grown meat. We need an activation that involves them and helps them understand what lab grown meat is.

Introducing: Home-grown Fish-ish.

This kit, handed out for free in supermarkets across Australia, gets you involved in growing Fish-ish, all from the comfort of your own home.