Penguin & Fish

Website Content

Minneapolis-based Penguin & Fish is a one-stop embroidery shop whose designs have been carried by Target and JoAnn Fabrics. Over the years, the company’s founder, Alyssa, has created a supportive and encouraging community of crafters around her brand (in contrast to other, more judgmental circles in the online crafting world). Alyssa hired me to create copy for the new Penguin & Fish website that would capture the company’s warm and inclusive ethos and entice first-time crafters to get in on the fun.