To bring unpopular yet delicious fish to the forefront of the market, student designer Bethany L. Casarez designed the conceptual brand Outcast Sustainable Seafood Company. The brand’s packaging is shining and energetic, reflecting the dynamic culture of fishermen’s quirky attitudes and lifestyles. The lively design feels approachable, inspiring consumers to get outside their comfort zones and try something new.

Outcast Sustainable Seafood Company is a branding and packaging concept for U.S.-sourced tinned seafood featuring delicious yet often overlooked species of fish typically considered bycatch. The brand aims to popularize less familiar fish in order to take pressure off overfished species, while increasing revenue streams for strained fishermen. The brand reflects the rebellious vibrant culture of small fishermen, utilizing quirky fishermen-invented nicknames over scientific names and featuring whimsical illustrations.