Vegan caviar is creating a new space within luxury dining as a more sustainable alternative to traditional caviar. This project develops a label system that balances sophistication with softness while reframing luxury branding through a more approachable lens. Initial exploration began with extensive logo sketching and expanded into a system using rounder forms, lighter colors, and refined visual motifs found in traditional caviar packaging.
The logo process began with many sketches of the brand’s name. Once a direction was decided, further refinement took place with pencil and paper before the logo was finalized on the computer. From there, it was back to sketching—this time, for labels.
To give the brand a more approachable feel, lighter colors and softened edges were chosen to complement the decorative ornaments. In particular, the scalloped edges gives a playful nod to the brand’s name.
