Skip to content
Is the Luxury Space Just Saturated With Sameness?
Branding in the Age of Sameness – Standing Out When Everyone Looks Premium
Article 3 in this series already laid out one of the problems with premiumness and luxury in the 21st century: While historically, premium executions were limited through the limitations and scarcity of certain materials, finishes and manufacturing methods, it is today far easier to express classic premium codes through packaging and product appearance. But this poses a problem: As more brands adopt the visual and tonal signals of “premium,” the marketplace is becoming saturated with sameness.
The irony in this is not lost: in trying to appear elevated, many brands have become indistinguishable – matte finishes, minimalist fonts, muted tones, copy that says “crafted” or “carefully sourced” are now not a distinguishing feature, but (in some categories at least) the expected baseline.
But how can brands stand out when their niche is so oversaturated? Being premium isn’t just about looking the part, it’s about owning a distinctive space in the mind. And that requires more than surface-level polish.
If your brand whispers sophistication, but so does everyone else’s—what are you really saying?
The Rise of the Premium Template
Over the last few decades, the codes of premium have become codified – and a broad understanding of these codes paired with more flexible manufacturing processes have resulted in them to become diluted to the point of becoming meaningless.
Consumers are flooded with brands that “look premium” by default. This becomes particularly apparent in certain FMCG categories such as cosmetics and alcohol, where many newer entrants mimic luxury with slick design and buzzword copy.
Instead of distinguishing established and true luxury brands, visual tropes of luxury from sleek, matte design to gold finishes now signal category competence, not distinctiveness. And as time goes on, it becomes easier and easier to achieve the visual cues that used to make brands and products stand out.
Why Looking Good Isn’t Good Enough
Article 2 already explored how premiumness is more than skin deep, and the oversaturation of premium cues heavily contributes to this idea. Defaulting to premium norms is not enough to truly establish a brand or product as premium or luxuries. Furthermore, people aren’t just buying a product – they’re buying a feeling or identity. Products that look the part but don’t deliver experiences beyond classic design finishes aren’t ultimately able to deliver that feeling, and will get lost in the crowd.
In many categories nowadays, looking premium is a starting point, not a differentiator. If all brands are using the same language, visual cues, and sensory signals, the consumer brain tunes out – there’s nothing special to anchor memory or desire on to. But rather than being a dead end, this sameness can present opportunities for those who are daring and creative. Think about a fancy dinner party: When everyone dresses in black tie, the one in colour stands out – if it’s done with purpose.
Three Common Mistakes in Premium Branding
In our research, we see three common mistakes when it comes to trying to make a brand appear premium, whether it be a new entry or long established.
a) Over-Polishing the Personality
Luxury brands (and those that want to be perceived as such) run the risk of relying on luxury cues and finishes to express what they are and what they stand for, rather than expressing a unique point of view and personality. But when brands smooth out every edge, they risk losing their voice, and blending into the background.
As much as luxury and premiumness has demanded a certain level of restriction from brands and designers, it’s worth remembering that a controlled tone isn’t the same as a compelling one. In order to truly stand out, brands need to keep some of their edges and factors that make them unique.
b) Copying Codes Without Owning Them
Terms like “crafted,” “small-batch,” or “expertly made” become wallpaper unless tied to a unique story, and the same goes for visual cues as well. When it comes to premiumness and luxury, surface-level mimicry without emotional grounding fails to connect. Luxurious design cues need to connect to the brand at a deeper level, and feel authentic, in order to truly resonate with consumers.
c) Ignoring the Category Context
As always, understanding the category is key – what feels premium in skincare may feel sterile in spirits. That is not to say that premium cues can’t be borrowed from other categories (in some instances, this strategy can be a good way to stand out in an over-saturated space). But it’s about intention and authenticity: Whether you are taking cues from your own category or from a different one, your brand needs to bend the codes, not blindly adopt them.
What Real Distinctiveness Looks Like
But how can successful premium brands cut through?
Specificity and a strong semiotic identity are key in order to not get lost. Successful premium and luxury brands own more than just a vague idea of luxury – they own a visual and tonal space. While many skincare brands, for example, play in this space, the more successful brands are clearly defined (compare Glossier’s softness to Aesop’s clinical minimalism). Introducing tension or seemingly contradicting styles can also be a powerful way to make luxury appear less flat.
Combining playful and premium, bold and refined – if executed right – makes a product appear far more distinctive than leaning on expensive finishes and design language alone. Finally, emotional resonance will beat visual polish any day. People remember how you made them feel, not just how you looked. Stop thinking about how to make your brand look more expensive, and start working on tying it in with the right emotions and moments in your customers’ lives.
The Role of Implicit Insight
But how do you even know if you stand out or fade into the background? How can you tell whether you have found the right balance between bold and sophisticated for your brand?
Implicit research reveals what actually registers as different or desirable, at the gut level. When brands rely on rational testing or visual trends, they miss what emotionally lands with consumers. Rather than reinforcing existing stereotypes, implicit tools help uncover the real levers of distinctiveness – visual, verbal, and visceral.
If your brand blends in on the shelf, it won’t stand out in the mind. Implicit insight reveals what people feel before they can explain it.
How to Cut Through in a Sea of Sameness
Premium is no longer about looking expensive – it’s about being unmistakable. Don’t be afraid to break with some codes you think make up luxury – perfection will never be as beautiful as true authenticity.
This is the fourth part of a series exploring premiumisation and its implications on market research. If you’d like to find out more about how Mindlab can help you uncover and the psychology of premium, please get in touch.
