Overview
Haymish is a brand of American-made slivovitz, a plum brandy traditionally beloved by Ashkenazi Jews and their descendants. In Yiddish, the word “Haymish” means familiar, homey, cozy, warm, and unpretentious—qualities that perfectly encapsulate the spirit of this brand. Traditionally beloved by Ashkenazi Jews and their descendants, Haymish is a love letter to American Jewish culture.

Personality
The personality of Haymish is wry, colorful, fancy-folksy, and storied. It blends humor and warmth with a sense of nostalgia, making it a brand that feels both familiar and delightfully quirky. The playful copywriting, peppered with Yiddish phrases, creates a wry brand voice that makes the target audience feel like they’re part of the mishbucha (family) or at least like they’re getting advice from someone’s Jewish mother.

Approach
The visual identity of Haymish is built on a foundation of ample typeface mixing, tasteful vintage-feeling illustrations, and a color palette that is saturated yet soft. The design approach was to create a look that feels both timeless and contemporary, drawing on the aesthetics of traditional Jewish culture while making it accessible and appealing to a modern audience.

The typefaces used in Haymish’s branding include Compadre, Obviously, Filicudi, and DS Sholom. These fonts were carefully selected to convey the brand’s folksy yet refined personality. The Haymish wordmark uses letterforms that resemble Hebrew writing. These letters were thoughtfully modified to improve readability and refine letter fit.

The label design for Haymish is vintage eclectic, featuring a maximalist yet controlled composition of type, illustrations, graphic elements, and patterns. The result is a label that is rich in detail and texture, evoking the warmth and nostalgia of a bygone era while still feeling fresh and relevant.

Haymish’s marketing strategy embraces its cultural roots, making extensive use of Yiddish in both out-of-home and digital marketing. This not only reinforces the brand’s connection to Jewish heritage but also adds a layer of humor and relatability that resonates with its target audience.

Through its thoughtful design, playful copywriting, and deep cultural connections, Haymish successfully brings the warmth and charm of Jewish traditions to a modern market, offering a product that feels as familiar and comforting as a visit to a beloved relative’s home.