Luxury Branding Design

Luxury branding design for fashion house, Empiro

We were approached by a fashion company to develop a new brand that better suited their luxury target audience. We worked with them to define their market and positioning which resulted in a new name and full rebrand.

Luxury branding design for a fashion house, Empiro

Empiro was formerly known as House of Hollywood. They were known for their exquisite standards in tailoring, along with stocking some of the most famous brands in the world including Karl Lagerfeld and Etro. They knew, however, that their existing brand wasn't in keeping with their target audience or their new premises and it was time for a fresh approch.

Analysis showed that they needed a full rebrand. This kicked off with a brand strategy to identify their target audience, market position and unique differentiators from the competition. We researched and put forward different names and logos, and the chosen option was Empiro.

Example of luxury branding for a fashion company showing a logo mockup

With luxury branding design, analysing target audiences is the first step. It was through this process that we learned that their customer is discerning, enjoys luxury and masculine fashion.

We worked on three identities. The first was an evolution of the founding name (Hollywood 2000 became House of Hollywood). The second was Monarch – a nod to royal status and the location of their flagship store at a property called the Arch.

The final name, Empiro, is an invented word which plays homage to Empire, with an Italian spin. This allows them to have the connotation of power, success, and strength. The helmet creates an iconic logo mark which shows flair and an instantly recognisable identity.

By having a created name, they had easy access to copyright, a URL and social media handles.

Simple, effective, consistent branding

The logo is a simple, one-colour brand mark. This allows for easy application across a range of touchpoints. For a fashion label, this meant we needed to brand:

  • Website
  • Signage
  • Clothing labels & tabs
  • App
  • Stickers, packaging and bags
Luxury Brand Design example of fashion signage
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In-store luxury branding design

The Empiro brand is an in-store experience. Watch this video walk-through and meet with the founder at their Umhlanga Arch store. Or even better, visit them in person the next time you are in the area.

Website design

The Empiro website began as a one-page site with a focus on sending foot-traffic to their new store which was situated at The Umhlanga Arch, a property brand we developed. In time Empiro created an online store to match their internal stock. View their one-page site here.

What is luxury branding design?

Luxury branding is the process of building a brand that embodies exclusivity, quality, and prestige. Unlike mainstream brands, luxury brands don't just sell products or services; they sell dreams, status, and an aspirational lifestyle.

What makes a brand luxurious is its ability to consistently deliver unparalleled experiences, maintain scarcity, and uphold a legacy of craftsmanship and innovation.

What are the key elements of Luxury Branding Design?

  1. Exclusivity: Luxury is synonymous with exclusivity. Your brand should not only be accessible to the select few but also make them feel like part of an exclusive club. This can be achieved through limited editions, members-only access, or by offering bespoke services.
  2. Heritage and Storytelling: A rich heritage and compelling brand story are vital. Luxury brands often have fascinating origins and craftsmanship tales that add depth and character. Your storytelling should weave these elements into a narrative that captivates and connects emotionally with your audience.
  3. Superior Quality: The cornerstone of a luxury brand is its unwavering commitment to quality. Every touchpoint, from product design to customer service, should reflect perfection and attention to detail. This commitment to excellence must be evident and communicated visually and through the brand messaging.
  4. Aesthetic Elegance: A luxury brand's visual identity should exude elegance and sophistication. This includes everything from the logo design to the color palette and typography. Your visual design elements should work harmoniously to convey luxury and exclusivity.
  5. Personalization: Offering personalized experiences and products not only enhances the perceived value but also strengthens the emotional bond with your customers. Luxury branding thrives on making customers feel unique and valued on an individual level.
  6. Innovative Marketing: The approach to marketing a luxury brand should be as innovative and exclusive as the brand itself. It's about creating aspirational content, leveraging high-profile partnerships, and employing strategies that focus on creating desire rather than pushing sales.


Love the topic of luxury branding design? So do we – check out our collection of top tips for choosing your luxury branding agency partner.

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