CAVIAR THINKING BEYOND JAMES BOND
Caviar today is old-‐school, boring and snobbish. Even acts shady
It needs a makeover Fresh, Sexy and Relevant. Always Transparent.
The Challenge
Who are we talking to ?
Consumer Market – GCC
I want to be Different Affluent Arab male – 24-‐36 , western educated, used to luxury, Entrepreneurial, open to ideas yet well grounded in tradiUonal values Mo1va1on: Networking for power and Status Desire: I want fit into the crowd of the rich and elite
Consumer Market
I want to enjoy my life Key Segments: Connoisseurs & Understaters Affluent male & female, know luxury and don’t want to show off, individualisUc, success must be enjoyed Mo1va1on: Success must be enjoyed Desire: I want to appreciate the finest things in life
Brand Building
Master Brand • Gourmet Range • Chefs & Restaurants • Airlines
• Connoisseur CollecUon • Nouv’e Riche • Affluent Hosts
• Limited EdiUons • Royalty • CelebriUes
Brand Architecture
One Brand, One Promise 3 Unique Segments
Brand Abributes The strength of a luxury brand lies on its pillars
Pursuit of Perfec1on Science & Art of Caviar Sensuality MysUque | Modernity| Moroccan Heritage Sustainability | AuthenUcity| Passion
QUALITY
EXPERIENCE
STORY
Naming Criteria
What will you name the promise of an experience
Anchored Rooted in Heritage/Origin ReflecUon of a glorious past. A legacy, A passion Invites mystery and intrigue Starts a story Unique & Own able
Brand Name
AQUA JEWELS Moroccan caviar
Let the story begin
Set in the magical coast of Mediterranean Morocco this is a love story…..
A French entrepreneur and a devout epicurean from the south of France, Monsieur Olivier. He is passionate about old books, beggube and caviar.
Aisha, the beauUful Moroccan maiden, from the lineage of ‘Ashraafs’ of the Berber dynasty. The family is known for their farms of spices and condiments across the Mount. Atlas range in Morocco.
Between…
and a …
A whirlwind romance followed, their passions fused together and both discovered their love for
the finer delicacies of life.
Caviar became a mutual passion.
Driven by the desire for epicurean feasts yet horrified by the realization of natural destruction by over consumption, they
decided to take responsibility.
The future of caviar lied in responsible aqua farming that can restore balance in nature and ensure a life long supply for our
future generations to enjoy.
Excited with this idea, they setout to create the perfect aqua farm.
Islet of Isabella They discovered a small islet hidden from the world, near the coast of Tangier, north west of Mediterranean Morocco. The climate, the
water and the perfect natural environment was idea for it to become the worlds perfect natural habitat for sturgeon
With the couples dedication and the help of Aisha’s Moroccan fishing
tribesmen who brought their finest skills and secret spices along with the marine scientist and bio engineers they managed to design and create a thriving aqua farm where each fish is scientifically monitored and handled
with extreme care The result is the creation of
the worlds finest caviar in harmony with nature
what makes the finest Caviar Caviarologist: specially trained personnel supervise and conduct all aspects of the farming and extracUon process under strict controls and guidelines to achieve perfect results. Prime Age: Each fish is monitored with special ultrasound devices that can evaluate ferUlity cycle and maturity of fish. Only the prime fish are used for ferUlizaUon. DNA tracking : each can of caviar can be traced back to the Ume of ferUlizing and age of fish along with details its pedigree.
What makes them truly Remarkable
Call it the secret Moroccan recipe or Aisha’s magic touch But the truth is when you add true love to the process, It shows in the result . Aisha’s relentless passion to indulge her husband with the finest caviar &
her dedicaUon to devise it in harmony with nature so that she can share it the world is truly admirable.
The end result can only be a fruit of love.
Love Fruit of the Sea
Aqua jewels are a creaUon of love With the heart and soul of a lady in love Designed to kindle romance and strengthen brotherly bonds They commend camaraderie And reward the epicurean lot So fine are these delicate jewels of sea They are called the love fruit of the sea
Love fruit of the Sea
Art and Science of Caviarology
Epicure Sensuality
Moroccan MysUque Feminine Modernity
AuthenUcity Transparency Traceability Sustainability
Brand Pyramid
Brand posiUoning
Brand equity
Aqua Jewels: Love fruit of the Sea
Epicurean sensuality Creates pleasure of fine gourmet that seduces the senses
Feminine modernity Supports bold feminine expressionism in high class fashion and lifestyle
Moroccan MysUque Ambassador of Arab hospitality, tradiUon and spicy colors of Morocco
The Ritual
Aqua jewels are created for celebrations. The signature for Aqua Jewel are those unique quiet moments when you pause and commemorate the blank space in between, for what & where you have been in the past & where you are heading now.
Appendices
AQUA CULTURE IS THE ONLY FUTURE FOR CAVIAR