Student Emma Davis Designs Haymish’s Maximalist Label to Celebrate Tradition with a Modern Twist

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 adv