ISH™ FOOD Website Redesign
Making Better Choices Irresistible
Date
2023
Location
Remote
My Role
Digital Design Director
Services
Creative Direction
UX Strategy
Digital Brand Experience
The Brief
Overview
Rethinking the Experience From the Consumer's Perspective
ISH™ Food is reimagining seafood through innovative, sustainable, plant-based alternatives. As the brand expanded beyond its B2B roots, its website needed to evolve from an informational platform into an experience that could spark curiosity, build confidence, and make people hungry for something new.
I led the creative direction and UX strategy, guiding a team of designers and copywriters to rethink how the brand showed up digitally, balancing consumer appeal with the practical needs of retail partners.
The Challenge
How Do You Make the Unfamiliar Feel Irresistible?
Choosing plant-based seafood isn't always instinctive. For many consumers, questions about taste, texture, and preparation can stand between curiosity and consideration.
The challenge was to move beyond explaining what ISH makes and start showing people why they'd want to try it.
At the same time, the experience needed to preserve the clarity and functionality that existing B2B partners relied on.
The Creative Approach
Appetite First, Everything Else Follows
Before people can believe in a better alternative, they have to want it.
I led competitive research and persona development to understand the needs of consumers and retail partners, then guided the team through three creative directions. The resulting approach brought crave-worthy food imagery, approachable storytelling, and intuitive product discovery together, making sustainability a reason to believe rather than the only reason to choose.
Understanding What Drives the Decision
Research-led UX made product discovery engaging for consumers while keeping retail information accessible.
Designed to Spark Appetite
Food-first visuals and intuitive storytelling made plant-based seafood feel approachable and worth exploring.
Design That Changes Perspective
Sometimes the most meaningful shift isn't changing what people believe, but changing what they're willing to try. That's where thoughtful design can make a difference.
Photography shown was used for visual direction and composition purposes only. All image rights belong to their respective owners.
