Like Noir art and film, Noir Caviar was spawned as a counter culture response to the status quo – the snooty ascot-wearing variety per this brief. More than simply a brand name and design, it’s a campaign idea with more ironic legs than the sturgeon that lays those coveted black pearls. A cool brand for black on black Benz driving 30-somethings bound for a club after the unconventional meal served up by a like-minded Vegas chef. A couple years later, now, the best reward is to get a blind text from a caviar snob friend of mine in NYC with a pic of our little fledgling brand that's somehow earned its way behind the counter of Brooklyn's Bedford Cheese, among other unlikely paletes of distribution. Burn ascot burn.