Federico is a quite young entrepreneur who happens to know plenty about fish. When he asked my advice on branding the shop where he was working because he was going to buy it, I felt honored and decided to help him also in the search of a new way of selling fish.
What would make fish, good food far from today’s foodies glamour, something appealing to a younger, faster and completely unexperienced generation of clients? How could we build a new market of young faithful purchasers? Can fish be fresh, fast, easy and clean to cook and eat? What kind of image could have a shop in Trieste, a town by the sea, near the market square of Ponterosso? Trieste is my hometown and the sea with all its ancient, vintage imagery were the facts that inspired me the most. Plus, I have a special thing with octopuses. I’m haunted by them. An ancient, smart, dangerous, glamorous octopus was an odd choice we agreed on instantly. ‘It’s so beautiful I’m going to have it tattooed on my wrist!’ Said Federico and even if I’m not keen on tattooes, I’m flattered.
Introducing a paper bag was also a little game changer, in a town where fish is given to clients in blue plastic bags, tight like garbage full of stinking waste, with a barcode sticker on it.
This isn’t the glamorous assignment of a known Milanese fashion brand. Still, it’s one of the smartest projects I produced and I’m proud of it and sure it will bring good luck to Federico and his family.
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PS: When in Trieste, try their homemade baccalà mantecato or the daily fresh made seabass carpaccio marinated in lime, mint and olive oil and tell Federico that Prossen sent you. He’ll treat you well.
PAOLO PROSSEN 