Water and Environmental engineering firm, Tetra Tech (commissioned by the Illinois Department of Natural Resources and Southern Illinois University) hired Span to reposition the fish for human consumption. ‘Asian carp’ — made up of 4 species of carp — are in fact low in contaminant levels and compare well with other popular fish in terms of purity. They also happen to be some of the most loved fish in cuisines around the world.

Span’s solution was to rename the fish Copi (derived from copious), rendered with a friendly, recognizable logotype and distinct identity system. The Copi rebrand — along with the tagline Eat well. Do good. — reintroduces these carps (which are in fact a clean, top-feeding fish rich in protein and fatty acids that are eaten all over the world) to the public as a healthy, delicious, and responsible seafood option that also helps solve an environmental crisis.