Big C Charters is the premier charters service in the San Francisco Bay Area offering hands-on fishing trips and excursions. Founded by 6′8″ former professional basketball player Christian Cavanaugh, Big C gets its name from the big man himself and his local reputation for the biggest catches.
With a growing fanbase and fleet, Mucho was commissioned to rebrand the charters for its expanding business and audiences — the resulting visual identity consisting of a new logo, color palette, bespoke typeface, photography and brand collateral.
The name Big C Charters presented an opportunity to create an iconic logo — an unforgettably tall, hooked C.
Alongside the Big C symbol, a display typeface, Big C Sans, was developed for the brand. It is supported by Founders Grotesk for text.
Inspired by the vernacular of charters, the custom typeface extends the language of 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 recognizably ‘Big C’.