A plant-based seafood eatery, protecting the future of the ocean
Ish
Like fish, but better
To change the image of plant-based foods, motivate people to eat less fish and get people to join the journey in protecting the future of the ocean.
With a distinctive name, playful copywriting and a bold visual identity, the brand makes a big splash in an emerging market.
SERVICES (SELF-INITIATED)
Strategy
Naming
Branding
Copywriting
Drawn to how people describe plant-based foods to their friends; “it’s fake meat”, ‘ish’ became a witty and friendly descriptor for being like meat, but not… To support the new brand name, I also created a logomark that cleverly captures exactly what you get.
Straplines and copywriting went beyond the ‘ish’ play on words and continued into a wider, witty tone of voice. Ad campaigns like the one featured above speaks the mind of the audience, becoming instantly relatable and intriguing.
