A brand of luxury

On a similar level, we see the example of a Greek entrepreneur, interested in the idea of luxurious living and consumerism. He re-designed and re-branded an everyday “humble” product: the olive oil. To this day he retails on-line, and the sophisticated packaging and graphics provokes feelings of exclusivity. So, the interesting parameter of underground brands is that (unlike conventional brands that “attach” lifestyle ideas and an atmosphere, to existing products) they use a lifestyle idea, an aura or a statement as a starting point, and create products or services to communicate that. It is not about the product. The product is the medium to communicate an idea.