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.
