Of course, in today’s Instagram-minded landscape, beautifully reimagined packaging was an essential element. When the duo were looking to evolve the colorful and classic styles from European conservas for a modern brand that would appeal to people of all ages and backgrounds, they tapped LA-based graphic designer Danbo, the creator behind their illustrated logo. But while seeking to evoke the simple rituals and old world charm of European conservas with their offerings, Fishwife is also intended to help Americans expand their appetite and palate for tinned fish. “The kinds of tinned fish that people are familiar with are largely limited to tuna, maybe salmon,” explains Millstein. “Somewhere along the line, it seems that Americans had decided that tinned fish was not a desirable culinary choice. We want to kick open the door to the glory that is forking lemony sardines over a buttered baguette, plucking juicy mussels in olive oil straig...
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