Here’s the story of a Shark Tank brand: the power of design and branding and turning the tables, challenging norms, and setting new trends in the ever-evolving world of branding.
In a world where branding often treads the line of the mundane, the story of Fishwife, now a Shark Tank brand, has emerged as a defiant roar against conventional food staples in the American diet after Becca Millstein snagged a deal with two Sharks.
Her pitch landed her a deal with investors Lori Greiner and Candice Nelson on an episode that recently aired, receiving $350,000 in exchange for 6% to 8% of the company.
I was so impressed (being a foodie and a branding dude) that I ordered some and discovered first-hand what the fishy buzz was about.
Can a Shark Tank Brand Swim in the Depths of Tinned Fish?
One box. Four stories.
As you can see, not even their shipping boxes have matching sides.
This isn’t just a narrative about selling tinned fish.
It’s how edgy design, bold humor, and a rebellious attitude collide, creating a brand that not only caught the attention of Shark Tank’s shrewdest investors but also shook the foundations of what we perceive as “marketable.”
Here, in the depths of innovation and daring, Fishwife swam against the current, showing that with the right mix of creativity and audacity, even the most overlooked product can become a cultural icon.
What I’ve done is break this down so you can apply their successful strategies for your brand, no matter what industry you’re in: B2B or B2C.
5 Steps to Building a Brand That’s Irresistible
What did Fishwife do that allowed them to cinch the deal?
- The Dazzling Launch: Fishwife, exploding onto the scene in December 2020, quickly captured media and online trendsetters’ attention with its whimsically designed tins of seafood. A Vogue profile set off a chain reaction, branding tinned fish as the new “hot girl food” and catapulting Fishwife into the limelight.
- Embracing Inconsistency: Part of Fishwife’s appeal is the fact that every box is like offspring: each has its own hair, their own colored eyes, their own loves, their own strengths, and their own personalities, yet come from the same parents. As shown above, not even the four sides of its shipping box match one another, further defying the rules of consistency as a strength and using each side as a mini-billboard to promote the distinctive personality of this brand.
- Riding the Wave: The crescendo of buzz led Fishwife to Shark Tank, where cofounder Becca Millstein, armed with $5.8 million in annual sales and a pitch oozing with confidence, snagged a deal based a $5 million valuation. The brand’s secret weapon? A blend of audacity, design, and the ‘hot girls eat tinned fish’ TikTok trend.
- The Power of Design: At its core, Fishwife’s success hinges on its innovative approach to design and presentation. Transforming mundane tinned fish into trendy, must-have items showcases the immense power of creative branding.
- The Delicious Allure of Fun: Fishwife’s journey from a quirky startup to a Shark Tank sensation demonstrates the irresistible allure of fun, humor, attitude, and design in branding. It’s a masterclass in turning a product as simple as tinned fish into a cultural phenomenon.
Standing Out in a Sea of Sameness: Their Secret Sauce
Fishwife’s journey from a quirky idea to a Shark Tank triumph is a testament to the untapped power of design, humor, and whimsy in branding.
This brand didn’t just sell tinned fish. Instead, it sold a narrative, a lifestyle, and an attitude wrapped in eye-catching design, served with a side of cheeky humor.
Fishwife’s story is a bold reminder to the business world: dare to be different, embrace the whimsical, and sometimes, the most potent branding weapon is a well-timed laugh.
In a sea of sameness, Fishwife didn’t just swim – it soared, proving that even the humblest product can become a cultural sensation with the right mix of creativity and edge.
