The ultimate luxury branding checklist
This article is the first of a series addressing the particularities of luxury brands, which can serve as inspiration for the most diverse business segments.
Our checklist is based on experience at the studio, combined with the theory of Jean-Noël Kapferer and Vincent Bastien, two of the most important voices in the luxury market, as described in the book The Luxury Strategy. The original checklist contains nine items, some of which differ in order. Nevertheless, we highly recommend reading the original list of requisites for discussion purposes.
The 10 systematic core elements of the signature of a luxury brand:Â
1. The figure of the creator
Luxury and art are related concepts due to their high symbolic value, representing the refinement of human skill, with practical functionality taking secondary importance. The creative mind, lifestyle, and personality—the brand creator—forge a warm link with the audience. A designer's touch signals that a luxury item is part of a body of work, not mere production. Sometimes the connection is so deep that the brand takes the creator's name, whether full or last.
This can also be indicated through public relations actions, special brand lines, and limited-edition products; the possibilities are endless. It may be expressed by the brand founder (individual or family) or the person leading the creative direction at the time. Notable examples include Giorgio Armani for Armani, Virgil Abloh at Louis Vuitton, Phoebe Philo at Celine, Elsa Peretti for Tiffany, and Alessandro Michele for Gucci. Among newer brands, it’s worth mentioning Amina Muaddi, Ana Khouri, Gabriela Hearst, Paola Vilas, and Fernando Jorge.
2. A short and impactful logo version
A version of the logo with a strong emphasis on typographic design (usually a monogram or lettermark), used iconically and translatable into repetitive patterns. The most common approach is using the brand's or creator's initials, as seen in YSL by Saint Laurent, CC by Chanel, GG by Gucci, B by Burberry, and L by Loewe.
Among brands receiving recent attention, Courrèges stands out with its iconic lettermark, The Row with its clean and delicate monogram, and Telfar, whose monogram is extensively applied to the brand's accessories.
3. Brand color hierarchy
A brand needs an extremely consistent color palette, typically organized in a three-level hierarchy, centered around one primary color. This central color should be distinctive from those of competitors, both direct and within the broader luxury market. It is also important to establish a parity rule: how the primary color should be paired with or applied over secondary hues. For example, Hermès' signature color is burnt orange, complemented by brown and surrounded by a range of warm tones applicable to its core material, leather.
A well-curated color palette always generates a sense of coherence for the brand—sometimes so distinctive that only the brand seems capable of using it masterfully (this should be the bar). This effect is typical of brands with deep concepts that create a consistent coloring logic. J.Hannah exemplifies this beautifully, consistently linking its unusual hues to meticulous research. Other noteworthy references: Missoni, Pucci, Farrow and Ball, Dusen Dusen, Jacquemus, Boy Smells, and Gallerist.
4. A visual symbolÂ
A visual symbol is an element that accompanies the logotype, leans toward the figurative, and expresses the brand's concepts. It often represents a myth, story, or feeling. Traditional examples include the wings of Aston Martin, the horse-drawn carriage of Hermès, the crown of Rolex, the Medusa of Versace, the camellia flower of Chanel, and the knight of Burberry.
On the more ambitious end of the spectrum, Margiela’s three-by-eight grid, displaying the numbers zero to 23, serves as a category code (menswear is 10, accessories is 11, objects and publications are 13...), with the relevant number circled on each garment’s label. Other examples include Maison Kitsuné with a fox and Poppy America with its gestural flower.
5. A repeated visual motifÂ
This refers to the use of a repetitive motif as a visual signature applied to products and brand assets. The consistency of the print is observed both in the design and the method of manufacture, including the type of printing and finishing.
Typically, this motif features either a pattern with the lettermark or a distinctive graphic composition. Examples include Louis Vuitton's Damier, Dior's Oblique and Cannage, Marine Serre with the Moon print, and 10 Corso Como with circular motifs.
6. A favorite material
The choice of materials reflects the brand's values, craftsmanship, and user experience. These can be traditional materials elevated to new levels of excellence, such as Hermès silk or Dior jacquards. It is common practice to pay homage to these materials in special collections, as Chanel did with tweed in its Fall 2022 ready-to-wear show.
Another example is Prada’s nylon—a synthetic fiber borrowed from workwear, transformed into a symbol of subversive refinement, creating a functional, durable, glossy, and tactile fabric. It exemplifies the brand's investment in technology and its push for industry innovation.
"Suddenly nylon started to look more intriguing to me than couture fabrics. I decided to introduce it to the catwalk and it challenged, even changed, the traditional and conservative idea of luxury. I am still obsessed with it."
— Miuccia Prada
Due to the growing interest in sustainable materials, some brands are gaining attention for their choices, such as Flavia Aranha and botanical dyes, Stella McCartney and its vegetarian materials, Nathalie Schreckenberg and jewelry made of precious metals and glass.
7. A brand scent
Luxury brands must create a universe and an environment of stimuli associated with the other elements on this list. The sense of smell is one of the most striking and evocative perception triggers, closely related to embodied cognition: a visceral connection in which the body unconsciously informs our opinion about an object or interaction through smell. There are some common associations backed by scientific research, such as lavender and rosemary being capable of decreasing the stress hormone, cortisol. But, a well-done brand scent makes far more complex connections, with the intent of creating an environment. Among traditional brands:
As Paris smells of the city, of charm, of funky mixed with je nais se quoi: this is Chanel 5;
Country house, tobacco, fireplace, whiskey, leather: this is Ralph Lauren;Â
The wanderings of Milanes between the fashion capital and the sunny, fresh, and green Italian countryside: this is Armani.Â
The brand scent can be built in two main approaches: 1. a blend created by a perfumer, which is sprayed in the sales space or on the packaging; 2. or a scent cured by what makes up the sales scene (the Aimé Leon Dore brand has the scent of the environment, added to the coffee and pastries served in the store).
8. The cult of detail
This is a broad topic, but it concerns elements that recur in flawless consistency across times and releases. The same brand can launch different products within a hierarchy, which vary in price, style, category, and audience shares. This freedom to create is made possible through the details, a series of decisions that range from the products or services themselves, such as finishes, materials, vocabulary, and frequency of contact, or through supporting elements such as packaging, stationery, gifts, etc.
The choice of the word cult is precise, as the repetition must be absolutely intentional, obsessive, and scalable. In addition to connecting the offers, the cult of detail reinforces the brand's codes and serves as a reference for authentication for second-hand professionals or auction houses. In practical examples, we have Cartier's red wax sealed tape; Bottega Venetta's flawless leather intrecciato and handlings; the signature Zip Tie tag on Off white sneakers; the handmade notebooks by MH studios, which, through their classic or limited editions, feature grosgrain ribbons in the brand's colors for bookmarks.
9. Associated professionals and brands
This point follows the saying "tell me what you walk with and I'll tell you who you are". Luxury brands stand out for being proud of their partners and their know-how — offering luxury is only possible through the union of the most skilled and experienced professionals in each area. In the past, there was more focus on suppliers and hymns to the manual work, such as Lesage and Lemarié, the two adjacent Parisian ateliers behind the hand embroidery, featherwork, and flower making for couturiers such as Chanel, Dior, Givenchy, and Valentino. The importance (and even indispensability) of other roles has grown more and more, such as:
Certifications: Positive Luxury and the Butterfly Certificate;
Sales points: Moda Operandi to MH Studios, Sotheby's to Ana Khouri;
Service providers: as brand communication with Scharf studio;
People: who use the brand publicly.
10. A way of doing thingsÂ
It is directly related to two things: the brand persona and the brand environment.Â
In women's fashion, the persona is often referred to as the "______ (insert brand) woman". For example, the "Saint Laurent woman" is urban and sexy, with a youthful punk edge; the "Chanel woman" carries with her a mixture of sophisticated elegance, with a mixture of tradition, and audacity. In the automotive market, we have the "Ferrari driver", Italian and loud, in contrast to the precise and discreet "Audi driver". Sometimes the persona is created from the figure of the brand creator, but not necessarily.Â
As for the environment, which is portrayed in a "homeopathic" way at the point of sale, in photographic or video campaigns, in copywriting, in the tagline, in the content of interviews — it's something subtle but everywhere. Some brands execute it with mastery (and out of clichés) such as Prasi, The Attico, Wythe, and Haight.
Wrap upÂ
The figure of the creator
Short and impactful logo version
Brand color hierarchy
Visual symbol
Repeated visual motif
Favorite material
Brand scent
The cult of detail
Associated professionals and brands
Way of doing things
These are the elements that must be created and supplied over time to achieve a more complete brand communication, in all aspects. They form the foyer of a business's core offering, as they introduce and explain why something is special and makes sense to the audience while creating a tension of desire. They are also part of the brand's value and must be mapped and registered for value assessment purposes.
Suggested readings
3. Future Luxe: What's Ahead for the Business of Luxury, by Erwan Rambourg