OUGD603 / Extended Practice - Florist Branding: Luxury Brands.

OUGD603. 
FLORIST BRANDING. 
LUXURY BRANDS. 


BEEloved Honey. 

'There are three types of honey, with superior taste, designed for modern men and women who live a healthy lifestyle, take care of themselves and appreciate refreshing taste, and elegant and effective design.'

Unique and strong angular shape, paired with dark colours emphasise a feeling of power. 

As previously mentioned Luxury products don't try to appeal to everyone but a select group of people, BEEloved has a specific and select audience, whom appreciate the finer things in life and are generally on a health kick. 

CHANEL.

'When consumers think of a true luxury brand, they’re likely to think of a whole set of visual icons, rather than one single logo.'
Chanel follows this exactly and one of the main visuals associated with the brand primarily, is the colour scheme. What makes Chanel so visually distinguishable is its famous black and white colour scheme, which it has kept throughout its brand identity.  With its glistening white stores, manned by security guards at the door Chanel creates a sense of Privacy and elite, in which their customers enter a circle on arrival. It can be assumed that due to the minimalist stores people generally don't go to Chanel to Browse, but rather know exactly what they want. 

Tiffany & Co

Tiffany & Co again like Chanel have a very strong brand visual. They are remembered for their strong and slightly out there colour scheme for a luxurious brand, which has become so famous it is now known as 'Tiffany blue'. This followed by the famous white bow that encases the tiffany box, creates the idea of receiving an extraordinary and special gift. I think it is therefore important to consider when creating a luxurious brand, to consider how it will transcend over time, to create something classic and not related to trends. 

Vera Wang

Vera wang represents the epitome of luxury, alike to Tiffany the brand has a strong and classic aesthetic that has served her over time. The luxury of the black on black branding also continues into store in which the interior id dominantly black, and lit by warm lighting. A mix of textures and materials are also used to add a luxurious warmth to branding and interior. The branding and interior are inherently simple and minimalist, putting focus on the product and its quality. It needs no distracting brand to hide behind, only something simple to support it, for the product sells itself. Again as mentioned by the Guardian article I previously read, Vera Wang, especially in the bridal section shown above include the customer in an inside circle and ritual, in which they have a large room to themselves, with luxurious sofas and wedding dresses laid out to try on at their disposal.  

Hotel Chocolat

Hotel chocolate is a luxury chocolate brand which follows in essence the same footsteps as Vera Wang in its branding strategy.  Using deep rich colours across its branding a minimalist style, and warm lighting in stores, Hotel chocolate reminds us that no gimmicks are needed to sell the product, just the product itself.
More so Hotel chocolate are known for their attention to ingredients, and the quality of these as well as their unique product ideas which show they are always going one step further when thinking about their customers. 

 

It is also clear to see that Hotel Chocolat really believe in their products with the very minimal packaging that incases most of the products across the shelves. Simply stating the name of the product, and its flavours alongside the logo, the packaging is the same across every product of its type, thus demonstrating the luxuriousness of the product, over attaching it to a feeling, or celebrity etc... this is not needed.