Branding
Mottra Caviar
Role
Designer / Art Director
Start
June 2021
Finished
July 2021
01.-
Context
About Mottra
Mottra is a caviar farm who came to Hawke in need of a brand overhaul, as they unveiled the new face of their brand, Anet Hartunian. The farm pride themselves on delivering a far superior product while also doing ethically and sustainably.
The Challenge
Caviar for a long time has had a stuffy and pretentious image, so Mottra naturally wanted to change that. However, they had to make a conscious effort to not get too far away from a luxurious aesthetic.
02.-
Approach
Baroque Revitalized
Mottra achieved this by looking to brands such as Bottega Louie and Ladurée, utilizing expansive pastel palettes to give off a softer and more approachable feel, rather than the cold and stark palettes caviar consumers have become accustomed to.
The expansive palette allows the brand to mix and match across different product lines, but also to be playful through marketing materials and social media.
When it came to the logo, Anet wanted something that felt sophisticated but minimal. We struck the perfect balance with a fish inspired crown sitting over the wordmark which spells Mottra by Anet. The font itself has an ornate quality to tie into the baroque theme.
03.-
Conclusion
Results
The product is still in development, but the cohesive nature of the brand lends itself well to the packaging and supporting print materials that will be needed for the product's launch later this year. Stay tuned for more updates regarding the launch of this refreshed brand.