When you say caviar, you think luxury. Those who can afford it are usually described as having been born with a silver spoon in their mouths. We decided to put a twist on the old saying and create a distinctive brand mascot who seems to have been born with a grain of caviar in its mouth, instead of the silver spoon. The mascot is smiling deviously and sticks out its tongue, on which a grain of caviar can be seen. Luxury no longer has to rely on gold coating or overloaded imagery - in fact, it can be cheerful, genial and playful. And, most importantly, it can also be highly visible.