Privately owned fish markets rely on the reliability and personality of their owners more than the quality of the shop and its products. The poster, which we created focusing on the owner’s appeal and with the aim of increasing the fish market’s customers, garnered media coverage.

It's an old tradition in Japan, a country with a seafood based diet, to record a big catch by making a fish print - an India ink print on paper of the actual fish caught. We expanded this concept to produce a human print of the fish market’s owner. In poster form, the human print depicts the owner’s high caliber and stature.

While being an established fixture for many years as a shopping arcade vendor, we decided on creating a human print, the result of our quest to make an eye-catching design for the fish market.

Various media including television, radio, newspapers and magazines reported on the unique poster. The number of arcade shoppers increased twofold. And most importantly, it became a catalyst for conversation between the owner and his customers.