Big C Charters

Custom typeface

Alongside the Big C symbol, a display typeface, Big C Sans, was developed for the brand.

Inspired by the vernacular of the ocean and fishing, the custom typeface extends the language of the symbol. It features elongated letterforms with characteristic fishing hook/wave-like terminals that fuse antiquities of early san-serif lettering with a contemporary typeface. Its usage makes for a high impact, boutique look that is, recognizable and visible in all weather conditions.

Visual identity

The visual language uses a vibrant palette inspired by the pop of colors found onboard their boats (hi-vis clothing, bait flashers and hooks). These colors buck the category cliché of ‘ocean blues’ to help challenge the old-fashion perspective around fishing.

Accompanied by reportage style photography capturing real moments on the sea, the elements come to together to form a compelling visual identity, created to appeal to a younger audience while not alienated a more experienced angler. Visually this sets it apart from all of the other charter companies in the Bay Area.

Putting people first

The visual identity champions the individual crew members and boats that make Big C Charters’ service beloved.

Crew are given custom jackets with their initials, reinforcing their value to the team and helping passengers identify and put names to faces. Their fleet is also differentiated since passengers often have an attachment to a particular boat and the unique experience on the water it offers.

Making lasting impressions

When rolling out the visual identity, Mucho looked to create fun and memorable moments within brand collateral. This included playful use of scale with the ‘Big C’ logo and typeface as well as extending the language of fishing hooks in unexpected ways.