www.GCImagazine.com Differentiating Luxury Design 5
sleek seamless silhouette. NARS
is doing the same in several of
its products across the skin and
Color is another top brand
identifier that consumers
notice at retail. The canon for
traditional luxury brands is an
abundance of gold and silver,
along with white, black and rich
Muted and pastel tones:
When conveying luxury, it is
best to stay away from strong,
potentially garish colors such
as primaries and fluorescents.
However, there is a trend toward
pastels and muted tones—pinks,
lavenders, peaches and minty
greens, often paired with black
type. Premium skin care brand
Cosmedicine is employing this
color palette, combining it
with touches of metallic for an
Gradients: Soft gradients are
also in vogue. Japanese bath and
body product brand Sai-sei uses
a beautiful teal to white gradient
that dissipates as you go up the
tube. The result is a look that
evokes hydration, which is the
core benefit of the product. Skin
care brand Tatcha is using the
same color gradient in several of
In the luxury space,
transparency and colored
glass is canon, especially for
fragrance and skin care brands.
There’s something authentically
elegant and honest about seeing
the formulation inside.
Taking this a few steps
further, there is a movement
of using transparent bottles
and placing the raw hero
ingredient inside. Several indie
bath and body brands, and
even established brands such
as Nars, are using this method.
The ingredient, usually a flower,
appears to be suspended in
the liquid, creating a magical
effect. A good example of this
technique is Nars’ Monoï Body
Glow II Beauty Oil.
Typography has an inherent
voice without saying a word.
Traditionally, luxury brands
have used serif and ornate
script typefaces, often adding
extra embellishments to convey
refined classicism. These
typefaces are safe choices that
have stood the test of time.
Sans serif: Newer brands
are redefining the typographic
Soft touch: Kora
Organics uses soft
touch to enhance
the tactile quality
of its packaging.
Seamless: Giorgio Armani
uses black caps and
bottles in several of its
creams and serums to
create a sleek seamless
Distinctive shape: Clé de Peau Beauté
uses a highly reflective crystal shape for
its limited edition cream, inspired by the
decadence of the Roaring Twenties.
Distinctive design: Swiss brand La Prairie
uses crystal shapes in its Platinum Rare
cellular cream to signify a premium level;
it is one of its few products priced over
$1,000, and the package structure clearly
conveys this price difference.
uses a pastel color
palette, combining it
with touches of metallic
for an added punch.