Brand · Packaging · eCommerce
GEM Caviar.The jewel ofrefined taste.
London's finest caviar supplier needed a brand worthy of the product — we created an editorial luxury identity, a jewel-toned tin system that turns each variety into a collectible, and an eCommerce experience with the poise of a concierge.
01 / The Brief
A delicacydeserves ajewel box.
GEM Caviar supplies premium, responsibly-sourced caviar — Beluga, Imperial, Ossetra, Baerii and salmon roe — to chefs, restaurants and private clients across the UK, EU and Canada. The product is one of the most luxurious on earth; the brand had to match it, signalling provenance, indulgence and absolute quality at a glance.
We built an editorial luxury identity around a high-contrast serif and a gold sturgeon mark, a jewel-toned tin system that colour-codes each variety into something collectible, and a refined eCommerce experience — loyalty club, concierge, gift cards — that treats every order as an occasion.
03 / Palette
Black, gold,and a rowof jewels.
A black-and-gold core for timeless luxury — then a palette of jewel tones that does real work: emerald for Ossetra, royal blue for Imperial, aubergine for Baerii. The colour system turns a product range into a collection, each tin instantly identifiable on a chef's pass or a dinner table.
The serif & ground
CAVIAR mark & line
Editorial surfaces
The signature tin
04 / The Tin System
One mark,a dozenjewels.
The packaging is the brand's hero. A single wavy gold 'river' line and the GEM serif sit on each lid, while a jewel colour identifies the variety — emerald Ossetra, royal Imperial, aubergine Baerii, jet Beluga. Consistent enough to be unmistakably GEM, varied enough to collect. Shown here in situ across the storefront.
— A note on the work
Luxury isn'tloud. It's a blacktin, a gold line,and the confidenceto leave itat that.— Studio note
05 / Website
An onlineconcierge.
A black-white-and-gold storefront that feels like a maison, not a marketplace: a full-bleed tin hero, an editorial product range from Baerii to Beluga, responsibly-sourced provenance copy, trust marks, a loyalty club and a concierge service. Built to make buying caviar online feel as considered as the product. Live at gemcaviar.com.
06 / Deliverables
What weshipped.
A luxury brand, packaging system and eCommerce experience — from the serif to the storefront.
- 01Wordmark & serif logo
- 02Gold sturgeon mark
- 03Brand guidelines
- 04Jewel-tone colour system
- 05Caviar tin system
- 06Variety colour-coding
- 07Pack & product photography direction
- 08eCommerce website design
- 09eCommerce build
- 10Loyalty club & gift cards
- 11Concierge & trade accounts
- 12Delivery & provenance UX
