Asian carp rebranded as Copi to tackle US environmental crisis
In response to an environmental crisis impacting freshwater ecosystems in North America, Illinois-based studio Span has rebranded Asian carp as Copi.
Formerly known as Asian carp, Copi includes four different species of fish: grass carp, black carp, silver carp, and big head. The species were introduced into the Mississippi River in the 1970s to fix an algae problem but managed to migrate from the ponds into other bodies of water following a flood.
In the 70s, Copi had a bio-density of 0% in North American fresh waters, meaning they were non-existent there. Today, that figure has risen to 70%, according to Span design principal and project leader Nick Adam. This has decimated the fishing industry as the fish was unpopular among consumers, which is why the Illinois Department of Natural Resources (IDNR) commissioned Span to rebrand the fish.
Credits
Client: Copi
Creatives: Span studio
Source: Designweek