The text discusses the rebranding of an invasive fish, Asian carp, as a healthy seafood option called Copi. The Great Lakes are currently at risk due to the presence of Asian carp, and various measures have been taken to prevent their further spread. Tetra Tech, along with the Illinois Department of Natural Resources and Southern Illinois University, commissioned the repositioning of Asian carp as a clean and top-feeding fish with low contaminant levels. The rebranding aims to reintroduce Copi to the public as a responsible seafood choice that also helps solve an environmental crisis. The Copi logo and identity system convey a playful yet utilitarian aesthetic, representing the physical qualities of the fish. By consuming Copi, individuals can contribute to the restoration of natural waterways and the protection of the Great Lakes.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Rebranding an Invasive Fish | Perception and Consumption | Copi becomes a recognized and healthy option | Solve environmental crisis, responsible lifestyle |
| Asian Carp Threatens Great Lakes | Environmental Impact | Restoration of natural waterways and protection of Great Lakes | Preservation of ecosystem |
| Tetra Tech Hires Span for Repositioning | Strategic Approach | Increased awareness and acceptance of Asian carp as seafood | Promote sustainable and responsible fishing |
| Copi Logo Design | Branding and Messaging | Recognition of Copi as a healthy and responsible seafood option | Engage consumers through playful branding |
| Copi as a Healthy and Responsible Option | Perception and Consumption | Increased demand for Copi as a seafood choice | Desire for healthier and sustainable food options |
| ChooseCopi.com Website | Information and Promotion | Hub for purchasing Copi and accessing recipes | Provide key nutritional and environmental facts |
| Name “Copi” and Elasticity | Branding and Messaging | Distinct name that can accommodate product extensions | Differentiate from other seafood options |
| Typography in Copi Branding | Visual Identity and Communication | Use of typefaces to convey fish’s story and information | Accessibility and effective communication |
| Eating Copi Helps Restore Natural Waterways | Environmental Impact | Restoration of native species and protection of waterways | Conservation and restoration of ecosystem |