“It seems daft that sales of one fish that is readily available off our coast, is fast-growing (hence sustainable) and tastes good doesn't sell that well,” says Wayne Hemingway. “Customer research says it's because the word 'pollack' rhymes with a certain unsavoury biological organ, but according to a friend who has tasted a farm animal's said items, this fish certainly does not bear any similarity to its unfortunate near-namesake. Anyhow less of my rambling, in an attempt to lift sales, it's a brand change for Pollack and a packaging design that is cheekily inspired by another well-known pollack, the artist Jackson Pollack.”

Read more about Colin here


Subscribe to the Hemingway Design Newsletter