KOSTER
Big Title
A CONCEPT FOR CONNECTING PEOPLE TO SUSTAINABLE SEAFOOD
TEAM – ROLE
Claudia Lourenço – Graphic Design
Gonçalo Bolinha – Website Design
Luisa Koster – Concept Design
Raphael Batista – Communication Design
DURATION
May – June 2022
CONTEXT
Sustainable Seafood Consumption Awareness
CLIENT
Bauhaus of the Seas & Faculdade de Belas-Artes
TOOLS
Figma, Photoshop, Miro
ABSTRACT
MARéMAR is a service experience developed for Bauhaus of the Seas, aiming to connect people with sustainable seafood practices through shared harbor dinners and digital engagement. By highlighting bycatch species, fish often discarded due to consumer habits, the project encourages participants to rethink seafood choices. Combining storytelling, experiential dining, and a website with recipes and educational content, MARéMAR integrates sustainability into everyday life.
PROCESS
Situation:
Many edible fish species are discarded due to consumer preferences and lack of awareness. The challenge is to make bycatch appealing and build trust in artisanal fishing.
Decisions:
• Chose experiential learning (shared meals, storytelling) over information campaigns to change behavior.
• Added a digital platform to keep engagement going beyond events.
My Role:
• Designed the service journey from discovery to post-event engagement.
• Derived behavioral insights to make bycatch approachable (trust-building hosts, familiar recipes).
• Coordinated digital and physical touch points for a seamless experience.
Learnings:
• People are more willing to try new foods when trust and social interaction are involved.
• Sustainability works best when framed as accessible and social, not just ethical.
• Small, actionable steps (recipes, next events) are key to maintaining engagement.
RESEARCH
Methods:
• Literature review • Ecosystem Mapping • 5 user interviews with consumers
RESEARCH INSIGHTS
Perception of Bycatch: Seen as waste; consumers rely heavily on supermarkets and restaurants to dictate choices.
Fisheries Disconnect: Few direct interactions between fishermen and end consumers; stories build trust and appreciation.
Learning Through Experience: Shared meals and storytelling create safe spaces for trying new food and changing habits.
CONCEPT
MaréMar combines educational resources, community-building, and experiential dining to shift consumer behavior and increase awareness of bycatch and responsible fishing practices.
Harbor Dinners
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Seasonal dinners hosted by artisanal fishermen, featuring bycatch-based meals.
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Each course includes storytelling about the ecological and economic relevance of the fish served.
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Guests are encouraged to bring two newcomers, organically expanding participation.
Digital Platform
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Provides event booking, educational content, and simple bycatch recipes to continue sustainable habits at home.
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Shares fishermen’s stories to build trust and strengthen the emotional link to sustainable seafood.
OUTCOME
The combined service experience turns bycatch from “waste” into an appealing choice. Harbor dinners create personal connections between fishermen and consumers, while the website extends engagement with recipes and future events. The journey moves users from curiosity to trust and from awareness to small behavioral shifts, making sustainable seafood a more accessible everyday habit.
EFFECT
For users:
Builds trust in local fisheries and turns sustainable seafood into an enjoyable, social experience rather than a moral obligation.
For businesses
Offers restaurants and local markets a way to introduce bycatch to customers through storytelling and familiar recipes.
For the planet:
Reduces waste by creating demand for underutilized species, supporting more balanced marine ecosystems.
Open Question:
How can the digital platform better connect users to places where bycatch is available, ensuring that awareness leads to consistent behavior change?
