BRAND IDENTITY

Big Fish.

Caviar branding can be insipidly bland. To serve up some personality in a stuffy category, we created Big Fish. The identity focuses on the sheer scale of the animal that the caviar comes from, the beluga sturgeon, which can grow to seven metres long, weighs over a ton and swam with the dinosaurs all the way back in the Jurassic Period.

Going big wasn’t just a way to stand out: it made the caviar look more valuable. Because the fish is so large, it takes more effort to catch it and farm it, signalling to the reader that the food was a real labour of love.

The greater the fish, the finer the dish.