Overview and approach
Based in Northern California, Passmore Ranch provides offerings ranging from freshwater fish to top tier caviar to some of the world’s premier chefs. We worked with owner Michael Passmore to establish an identity that speaks to their dedication in providing the best service and ranch family culture.
Making a mark
In the branding process, we celebrated Passmore Ranch’s evolution and captured elements of the ranch’s story. Throughout the brand, we incorporated thoughtful elements such as the ranch’s topographic map and the Passmore family’s Circle 41 cattle brand.
As a balance to the identity design, we stayed true to the company’s straightforward style when it came to messaging with key phrases “We serve chefs” and “We’re proud of our fish”.
A caviar collaboration
Following the brand launch, we worked with Passmore Ranch to release their caviar to the public–for the first time ever. We created limited-edition labels that represented the quality of the product, yet still felt approachable.
Inspired by the fact that a Passmore Ranch team member personally checks each jar of caviar before it’s shipped, we designed the label band to allow space for a signature and date as marks of quality and personalization.
Today, Passmore Ranch’s fish and caviar products continue to be favorite among chefs and fixtures on many high-end menus. With the development of the caviar packaging, Passmore Ranch has also expanded their offerings to home chefs who want to create a restaurant experience at home.