The New Luxury Playbook

What’s up yall? This week, we’re talking about a shift from product-pushing to building brand lore—distinct narratives that pull people into worlds they actually want to belong to - with a touch of new school, old money mood dripped in tennis-core aesthetics.

Crafting “Lifestyle First” Narratives

Brands across the spectrum—from CPG and fashion to beverages and nutrition—are dialing in on products that act as portals into coveted lifestyles, connecting with selective and ultra-tasteful audiences.

Sporty & Rich started as an Instagram moodboard and grew into a lifestyle empire that connects with their specific taste of tribe.

But lifestyle immersion isn't limited to fashion — It’s happening all over.

Non-Alcoholic Sophistication

I’m vibing with how Bero entered the beverage scene with a quiet hit, setting itself apart as more than just another celebrity-backed drink brand.

Holland’s choice to embrace non-alcoholic brews taps into a sober-curious audience—those seeking upscale, booze-free lifestyle choices —a sophisticated option for the bar cart without the hangover.

Steal these ideas from Tom!

1. Start with a founder / leadership team’s genuine lifestyle or personal challenge.
   

2. Develop products that solve real problems identified through personal experience.
   

3. Document the journey of bringing it market. Create content that educates while building community around shared values.

Poolsuite and Immersive Brand Worlds

Poolsuite nails the retro Miami vibe with Leisure-Enhancing Vacation Sunscreen—a product that’s less about SPF protection and more about total lifestyle immersion.

Think curated radio, throwback visuals, and irreverent brand lore that says, “You had to be there.” Poolsuite isn’t pushing sunscreen; it’s peddling the dream of endless summer days. Every bottle feels like an entry pass into a sunny members-only world of leisure.

“Impossible Brand Guidelines”

Poolsuite’s brand identity is fluid, defying traditional brand guidelines.

Instead of a rigid identity, the team thrives on a collective “feel,” embracing flexibility that allows the brand to adapt while remaining unmistakably itself.

Brand world building

1. Launch seasonal "experiments" to test new product concepts.

2. Create complementary content platforms (podcasts, playlists, mini-magazines).
   

3. Build community through limited collabs and shared experiences, not just product.

Performance Meets Art

David Protein Bars are high-performance snacks sculpted around ideals of physical perfection and self-discipline. Inspired by Michelangelo’s “David,” they embody a pursuit of excellence in both form and function. Each bite delivers refinement and the philosophy of peak performance. With an unwavering commitment to quality, David Protein Bars attract the sophisticated crowd who value health, elegance, and strength—claiming their spot in the world of premium, functional snacks.

Real BRANDIT Behavior

1. Partner with experts who communicate with authority insiders respect.

2. Create visual content that turns complex concepts into intimate storytelling.
   

3. Build community by making audiences feel like they’re part of something exclusive.

These modern-day brandit brands are going full lore-mode, designing lifestyles people crave and creating identities people live in. Got something in the works for your brand? Subscribe to the newsletter and hit me up at [email protected]