ISH is a vegan fast-food restaurant brand that encourages the increasingly flexitarian diet culture of the U.K. The aim is to progress a sustainable eating culture by merging the disconnect between vegan and non-vegan foods, providing an ethical, sustainable alternative to a disreputable industry. The ISH concept was also developed to extend its sustainable influence past the initial purchase. ISH creates recipes and ingredient boxes to inspire consumers to embrace a more flexitarian lifestyle at home.