hey caviar

eat the riches starring Thorndyke

Hey Caviar is now a brand with a cult following and a fridge presence. It doesn't whisper status, it makes you giggle then hand over your credit card. Because who says caviar can’t come with a punchline?

project overview

The Spark
When the founders of Hey Caviar came to me, they were launching a premium-grade caviar brand with a completely different model.

They'd done something radical: Made the distributor a partner, which gave them access to top-tier caviar for a fraction of the price legacy brands pay. That meant they could sell the same quality at 35-50% less, and open the gates of luxury to a much broader table. The only problem? Luxury still looked like velvet ropes, gold script, and people who say "supper." We wanted paper plates, punchlines, and people who eat caviar in sweats.

My Role
I creative directed and wrote the brand identity from the ground up.

A container of Hey Caviar premium black caviar surrounded by ice and cream, with a yellow patterned background and a piece of yellow fabric nearby.

Archive (12) 🎥

A man with short curly hair wearing a blue hoodie and jeans, singing passionately in front of a plain background, with the overlay text 'Wendy's Pretzel Bacon Pub Cheeseburger'.
A woman dressed in a shiny purple space-themed costume, holding a space helmet on her head, inside a futuristic spaceship with a galaxy view outside.
Close-up of actress Miriam Shor with blue eyes and long brown hair, wearing light makeup and small earrings, speaking to the camera. Background is blurred with hints of a green and purple object.
Man in a yellow suit sitting in a leather chair in a room with a pool table and paintings on the wall.