Matt Wiebe has been a commercial salmon fisherman since the 1970s and he is now brining wild-caught sockeye salmon to New Mexico residents. Matt founded Salmón Salvaje NM to bring his wild-caught fish to an inland market. He needed a brand that integrated Pacific Northwest Native logo design with a New Mexico feel. I used the Northwest Native style to create a salmon totem, and since these totems often include images within images (spirits within the animal totem), it was a slam-dunk to include the New Mexico zia inside the fish itself. Colors of bright yellow and red from the New Mexican flag, as well as the infamous turquoise color of jewelry and New Mexican skies were used in the body of the fish.
Speak with Matt for 10 minutes and his passion for wild-caught salmon is apparent: He fishes from Bristol Bay, a managed Alaska State Sustainable Fishery, and his products are certified by the Marine Stewardship Council. He wants consumers to know that farm-raised fish have antibiotics and pesticides to treat parasites and disease from being reared close together, they deplete other fish stocks that are used to make fish feed, they pollute our oceans with their waste, and when their pens rip and fish escape, they introduce genetic modifications in wild species. In short, wild-caught salmon are a healthier alternative for us and our environment.