An environmentally conscious proposal for new fish packaging as part of ICON Magazine’s ‘rethink’ feature.  Read more

— Thirty-two per cent of the world’s fish are overfished, depleting, or recovering from depletion. If this continues, we are going to run out of fish in the next 50 years. So when ICON asked us to rethink something that we thought could be improved, we decided to focus on this issue. We created fish packaging labels with clear, detailed information on how fish was sourced – information that’s readily available online, but not immediately obvious on packaging. We also used a colour-coding system to provide further clarity and shelf presence. Our design promotes sustainably sourced fish, helping consumers make more informed choices, in turn driving down the unsustainable fishing trade.

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Discipline • Packaging design, data visualisation