Big Pearl sources young, fresh and fair caviar from the world’s choicest emerging farms. We were commissioned to create a visual identity and packaging for the brand’s relaunch in 2024.

Founder Ariel Arce and creative development studio Zaddy conceived of Big Pearl as a strong, rule-breaking mermaid dedicated to the democratization of caviar. Our brand work centered around personifying this eponymous mermaid via a series of labels, which we created in collaboration with artist MaríaJesúsContreras.

The labels channel heritage caviar artwork with a contemporary wink, mixing typography from Art Nouveau, Art Deco, and 60s eras with timeless illustration. Since Big Pearl sources caviar from all over the world, we avoided speaking to any one region, opting instead to marry design influences from around the world.

Each different caviar variety is represented by a unique colorway. This palette can be remixed and expanded on as new offerings are added.

With offerings available in a number of sizes, we also created simplified versions of the Big Pearl label for use on extra small tins, likes which measure less than 2" wide.

For the Big Pearl logotype, we worked with EliottGrunewald to imbue his typeface Wien with features that would connect directly to the brand: Adjustments were made to make the mark feel full, abundant, and balanced, with specific letterforms modified to incorporate pearl-like forms and subtle waves.

This type and other elements from our label designs form the foundation of the Big Pearl brand and are utilized across applications.