Brand Identity for Big C Charters
A fishing hook gives a growing charter business its own alphabet.
3 awardsD&ADMucho created an identity for Big C Charters, the San Francisco Bay Area fishing and excursion business founded by Christian Cavanaugh. A tall C ending in a hook anchors the logo, supported by custom lettering, bright colours and documentary photography. The brand was designed to welcome younger customers while retaining the familiarity valued by experienced anglers.
Set in Big C Sans
Insights
- Big C was expanding its fleet and activities. A catamaran opened up nature trips and private events, giving the identity a role beyond fishing.
- The name comes from founder Christian Cavanaugh, a former professional basketball player. The elongated hooked C connects his nickname with the business.
- Big C Sans extends the symbol into an alphabet with narrow, elongated forms and terminals recalling hooks and waves.
- Colours come from high-visibility clothing and fishing tackle aboard the boats, replacing the category’s conventional blue palette.
- Crew jackets carry individual initials, helping guests identify staff. Boats also receive distinct treatments that acknowledge passengers’ favourites.
- Reportage photography records people and activity at sea, bringing the service experience into the identity.
- D&AD awarded one Graphite and two Wood Pencils in 2023, across Branding and Typography.
- Big C Charters By Mucho — bpando.org
Awards
Explore awards →Verified awards for this project. Years refer to the award edition; coverage is partial.
D&AD2023
- Graphite ↗Branding / Micro Enterprise / Logos
- Wood ↗Branding / Micro Enterprise / Brand Refresh
- Wood ↗Typography / Logos
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