The new luxury: how minimalism is redefining premium branding
Remember when ‘premium’ had a very specific look? Rich black backgrounds, elevated typography, and metallic foil accents that caught the light just so. It was a formula that worked beautifully for years – sophisticated, aspirational, and undeniably luxurious. But like all good design stories, this one has transformed into something entirely new.
From sparkle to soul
“The perception of luxury has evolved,” explains our Senior Creative Director Glyn, who’s witnessed this transformation firsthand. “We’ve moved beyond the idea that premium means having lots of embellishments or complexity. The new generation sees through that. It’s no longer about excess but about meaning.”
Indeed, research from open banking platform Tink shows that Millennial and Gen Z consumers are driving a shift towards ‘accessible luxury’, prioritising quality and sustainability. And, when it comes to premium private label, they are also increasing their spending in this tier faster than other generations (Gen Z’s share of private label spending is projected to overtake that of Boomers by mid-2026, according to analysis from Numerator).
The language of premium
The ‘traditional’ premium visual language served its purpose effectively. Every major retailer had their version: Tesco’s Finest, Morrisons’ The Best, ASDA’s Extra Special – all speaking in that rich, confident vocabulary of dark backgrounds and metallic finishes. It communicated luxury in a way everyone understood. But now that visual code has evolved.
Our work with Morrisons’ The Best tells the story perfectly. “Six years ago, it was very much about bold type on black packaging – the traditional luxury cues,” Glyn recalls. “But today, it’s about adding character with craft paper, artisanal finishes and a softer tone.”
So, what’s driving this change in the visual vocabulary? We’ve identified several trends that are likely to be contributing.
An appetite for artisanal
Over the last few years, we’ve noticed a growing fascination with craftsmanship, which has given local and independent brands a boost and prompted established brands to emulate the aesthetic. “That handmade, crafted feeling now defines what luxury looks and feels like,” says Glyn.
But this isn’t just about aesthetic preference; it’s about connection. In an increasingly digital world, consumers are drawn to products that feel like they were lovingly made. The slight imperfections, the personal touches, the sense that someone cared enough to create something beautiful – these have all become new luxury signifiers. As Glyn puts it: “We’re in a time where people want to buy packaging with heart, something that speaks to them personally and feels crafted with care.”
At Equator, we’ve embraced this shift in projects like The Fresh Markets’ Chef Inspired range, where we showcased hand-crafted dishes and used chef-led photography that made every pack feel personal, foregrounding the expertise and attention that goes into each product.
Sustainability in the spotlight
One of the most significant drivers when it comes to premium packaging cues is sustainability, increasingly communicated not just through on-pack storytelling and callouts, but through minimalist design, earthy tones, and a hand-crafted feel. “Sustainability isn’t just a tick-box anymore,” Glyn notes. “Brands are becoming more thoughtful about materials, print techniques, and how a pack lives on after purchase – and that’s a good thing because the consumer isn’t just expecting sustainability; they’re actively choosing it.”
‘Organic’ is also increasingly seen as premium, not just because of the ingredients but because of the aesthetic. “Organic cues like soft colour palettes and tactile substrates amplify premium associations while reinforcing eco-conscious values,” Glyn explains. Indeed, materials that once might have been considered basic, like craft paper and glass containers, have become sophisticated choices that signal both environmental consciousness and refined taste. It’s an inversion of the old luxury playbook, where more elaborate meant more expensive.
Honest and individual
Consumers are also craving authenticity in a way that’s reshaping what premium means. “Shoppers want packaging that aligns with their values and they’re drawn to brands that feel human and truthful with a sense of heart and individuality,” Glyn notes. “We’re beyond the idea that premium means heavy decoration. Modern consumers see through that. They respond to brands that feel genuine.”
This emotional approach requires a complete shift in thinking. Instead of asking, “How can we make this look expensive?” brands need to be asking, “How can we make this feel meaningful?” It’s the difference between being impressed by something and being moved by it. At Equator, we’re solving this problem by focusing on personalisation, creating designs that feel tailored, intentional and emotionally engaging.
Building tomorrow’s premium brands
For brands looking to elevate or reset their premium identity in this new landscape, the path forward requires both courage and authenticity. But where should they focus their efforts? Here are our top tips:
- Build a strong, honest narrative. If the story is real, it will resonate with consumers,
- Use sustainability and organic cues not just for ethical value but for visual impact.
- Personalise the experience. Make it feel human, thoughtful, and tailored.
- Channel the artisan, local, independent spirit. Consumers respond to craft and care.
But, above all, be genuine: “Over time, consumers start to see through things that feel overdone or inauthentic,” Glyn warns. “The moment brands try to fake organic or artisan cues without meaning it, they lose credibility. This will push the truly premium players to keep innovating and stay real.”
At Equator, we’re helping premium brands focus on what matters most: creating genuine connections between products and the people who choose them. To learn more about how we can help you elevate your offering in this space, get in touch with our team today.
