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