Let’s get personal with the Caviar team – episode 1 with Celia our Creative Director  

It’s time to get to know the faces behind the brand so today we sat down with Creative Director, Celia Armitage. Celia is part of the fabric at Caviar, approaching four years leading the studio team, she has an extremely keen eye for what’s hot (and not), immense attention to detail and innovative artistic vision.

Originally from the eastern suburbs of Sydney, Celia’s journey to her current role has been nothing short of exciting. With a background rooted in design and a penchant for exploration, she brings a unique perspective and a wealth of experience to the table.


Can you tell us a bit about your background and journey to becoming the Creative Director at Caviar?

I grew up in Sydney and after university, I dove headfirst into the world of design. My early years were spent under the wing of a demanding Creative Director who challenged me to push boundaries. I would have to design 100 logos at a time, put them on a wall in the office to be scrutinised. This experience was harsh but taught me the importance of embracing feedback.

Following that, I moved to Europe and spent time freelancing in creative hubs including Berlin, London, and Amsterdam before settling in Melbourne.


Where is your favourite place to travel?

My travels have always been a wellspring of inspiration. Japan is one of my favourites for its tapestry of culture and amazing aesthetics, cuisine, gardens, art, and I love the frenetic energy of Tokyo.


When you’re not working, where can we find you?

You will find me unwinding – I like exploring art galleries, practicing yoga, hosting dinner parties, and swimming.


What are some of your favourite projects you have worked on?

When I was in Europe I created some campaigns for Topshop which were good fun, I also worked on some really exciting branding in the beauty space. Since being in Melbourne, I’ve focused on property and making brands stand out. We have something in the works involving Ai imagery which is really exciting, I can’t wait to see it all come together at launch.