The MSC is the world's leading eco-labelling program for sustainable seafood. The label is well known to shoppers buying pre-packed seafood, however it's less known in sushi restaurants where choices are often made without menus. Our brief was to raise awareness of the eco-label amongst diners and the restaurant trade.
We enabled diners to use their phones to trace where their fish was caught. We developed sushi that contained edible squid ink QR codes and laser-cut nori to form the MSC eco-label. The codes linked to a mobile site revealing where the fish was caught and documentary content, helping diners to make informed choices.
The initial response from diners has been very positive. The activity has been featured at the prestigious Frieze Art Fair in London and has been picked up by many food and technology blogs creating valuable consumer and trade column inches for the MSC.