When it comes to luxury packaging, we often see brands that have over-complicated their packaging in an effort to convey their unique selling points at the detriment of the prestigious positioning of their brand. In the luxury realm, there is less of a need to communicate the selling points and proposition of the product because more often than not it isn’t the source of competitive advantage for the company. Typically the competitive advantage is in the brand equity they hold and the connotations surrounding that brand.