Fishwife

Partnering with Fishwife, a brand synonymous with bold flavors and vibrant experiences, I've had the privilege of crafting captivating email designs that mirror the essence of their identity. Embracing their graphic-centric approach, each email serves as a visual feast, enticing over 90,000 recipients with bold imagery and dynamic layouts.


From showcasing their latest catch to unveiling tantalizing recipes, every design exudes the energetic spirit of Fishwife, captivating audiences and fostering a deep connection with their brand. Through our collaboration, we've ensured that every email not only informs but also delights, leaving a lasting impression on Fishwife's loyal fans and seafood enthusiasts alike.

Services Include

Branding Packaging Website Design Ads Email Design

Other Contributors

Illustrator

Danny Miller

Marketing Consultant

Patrick Butcher

Photographer

Stephanie Gonot

Stylist

Amy Taylor 

We reimagined Fishwife’s homepage to better educate, engage, and convert new customers. While the original captured the brand’s charm, it lacked the structure and storytelling needed to support first-time visitors.


The redesigned layout is more editorial and sophisticated, while keeping Fishwife’s playful, approachable tone front and center. We introduced a strong value proposition—anchored by a customer star rating and number of happy customers—to build immediate trust. Best-selling products were pulled forward, RTBs were laid out in a fun, interactive format, and the Fishwife Cookbook was spotlighted as a key brand moment.

Light interactive elements and editorial design touches throughout the page bring a fresh, elevated feel to the brand’s digital storefront.

In one of Fishwife’s biggest projects to date—the launch of their debut cookbook—we crafted a vibrant email campaign to build excitement and drive engagement. From teasing the release to highlighting glowing media coverage and sharing some of our favorite recipes from the book, each email was designed to capture the bold, playful energy of the Fishwife brand while celebrating this major milestone.Best-selling products were pulled forward, RTBs were laid out in a fun, interactive format, and the Fishwife Cookbook was spotlighted as a key brand moment.

Light interactive elements and editorial design touches throughout the page bring a fresh, elevated feel to the brand’s digital storefront.

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In a playful crossover between food and fashion, Fishwife teamed up with California-based brand Lisa Says Gah! to launch a limited-edition smoked salmon and a collection of delightfully quirky merch. We designed the product packaging, event invites, and launch email, blending the whimsical, retro spirit of both brands into a cohesive visual world. The packaging—featuring illustrations of baguettes, tomatoes, and wine bottles—captures the joy of a perfect picnic, with a creamy, vintage-inspired backdrop that feels straight out of a Betty Crocker look book.

In October 2024, Fishwife brought its bold, flavor-packed world to life with a 6-day pop-up in New York City, featuring daily events in collaboration with local restaurants and brands. From Pizza and Caviar Night to Smoked Salmon Bagels, each day offered unique tastings and experiences. We designed all the digital and print assets for the event—from posters and postcards to signage, Instagram posts, and emails—capturing the irreverent spirit of Fishwife and helping make the pop-up an unforgettable celebration.