“Let’s remove everything relatable so we look luxurious™.”
How it kills
”We are not for everyone.” And to prove it, they use “curated” language that sounds pretentious (”Curated artisanal solutions for the discerning consumer.” Translation: ???).
Opts for needlessly complex visuals (abstract logos that mean nothing, impossible-to-read fonts, a color palette best described as “expensive fog.”).
Strips away personality in favor of mystique until the brand feels like a modern art installation—intriguing, possibly brilliant, but mostly in need of an exhibit guide to explain it.
What Works
Luxury ≠ unreadable. Clarity is still queen, even for premium brands.
You can sound sophisticated and approachable—being understandable won’t make you less expensive.
If your brand identity requires an explainer video just to read the tagline, it’s time for a rethink.
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