ISH™ Foods Redesign
2023
Art Direction + UX & UI + Branding
Transforming a B2B Website into a Consumer-Centric, Crave-Worthy Digital Experience
Creative Designer
Transforming a B2B Website into a Consumer-Centric, Crave-Worthy Digital Experience
ISH Foods, creators of innovative, sustainable, and healthy plant-based seafood, are on a mission to transform the food system one meal at a time. They needed a digital platform that could resonate with both retailers and consumers, reflecting their commitment to sustainability and transparency. I helped evolve the brand by updating their communication strategy, messaging, and website, building a crave-worthy experience that not only attracted customers but also supported their larger mission.
Key Objectives:
01. Engagement-Driven Design: Create a joyful, welcoming site that shed corporate stiffness and highlighted ISH’s innovative plant-based products.
02. Crave-Worthy Messaging: Deliver dynamic, appetite-inducing content that emphasized taste and sustainability.
03. Dual-Audience Appeal: Design a platform that worked for both B2B buyers and retail consumers.
The Challenge:
ISH Foods’ original B2B-focused website lacked the emotional appeal needed to resonate with consumers. The challenge was to redesign it into a consumer-friendly, appetite-driven platform without losing its B2B functionality.
I redefined ISH Foods’ digital presence by focusing on what truly sets the brand apart—its mission and the deep sense of community that sustainability fosters. In today’s world, consumers don’t just buy products; they support causes. ISH needed to connect with people on a more human level, inspiring those who care about making a meaningful impact through their food choices.
While creating delicious, sustainable, plant-based seafood is essential, it’s the brand’s commitment to connecting people through food and caring for both the Earth and its consumers that sets it apart. ISH isn’t just about ingredients—it’s about fostering a shared sense of purpose.
By weaving this philosophy into the website, I created a digital experience that resonated not only with consumers’ appetites but also with their values. This approach drove results, including an increase in consumer engagement and a rise in time spent on the site within the first few months.
The redesigned platform also led to growth in retailer inquiries, demonstrating how the blend of emotional appeal and B2B functionality worked seamlessly. By positioning ISH Foods as a brand people could stand behind, not just buy from, I gave it a distinct competitive advantage.
By conducting a thorough competitive analysis and developing user personas, I crafted a user-centered strategy to engage both consumers and B2B partners. This insight-driven approach informed the entire redesign process, ensuring the site’s appeal to diverse audiences.
Recognizing ISH Foods’ need for a visually compelling, mission-driven platform, I developed three high-fidelity design concepts that seamlessly blended user experience with striking visual appeal. Each concept was crafted to reflect the brand's core mission of sustainability while delivering an intuitive, engaging experience that resonated with both consumers and retailers alike.
These polished designs positioned ISH as more than just a brand—it became a movement with purpose.
The final design seamlessly balanced aesthetics and usability, amplifying engagement while clearly communicating ISH Foods’ mission of sustainability and community. This refreshed site attracted significant interest from both consumers and retailers, positioning ISH as a strong contender in the plant-based movement.
While I transitioned the project to their internal team, my vision for further development remains clear. I would have continued overseeing user testing and post-launch analysis to optimize performance and ensure continuous growth.
01. Further Redesign Phases: Continue refining the brand’s digital presence for a cohesive user experience.
02. Ongoing User Testing: Incorporate feedback and data to maintain high user satisfaction.
03. Measuring Impact: Conduct post-launch analysis to gauge the redesign’s success and iterate as needed.
While I transitioned the project to their internal team, my vision for further development remains clear. I would have continued overseeing user testing and post-launch analysis to optimize performance and ensure continuous growth.
