Today, I explored the iconic luxury house Hermès using Kapferer’s Brand Identity Prism, and diving into the brand’s six identity facets was nothing short of fascinating. When you dissect a brand as established and intentional as Hermès, you begin to understand why its presence feels so effortlessly timeless.
From its unmistakable carriage logo to its deep roots in French heritage, Hermès stands as a brand that has mastered the art of subtle power. Every element—from its refined aesthetics to the emotional world it creates—reflects a brand that never chases trends, yet always remains culturally relevant.
Here’s a quick look at the six facets through the prism:
1. Physique: The signature orange packaging, the elegant saddle-inspired craftsmanship, the equestrian heritage, and of course—the iconic carriage logo.
2. Personality: Sophisticated, understated, confident, and quietly authoritative. Hermès speaks softly, yet carries an unmistakable presence.
3. Culture: Rooted in French artistry and equestrian tradition, the brand honors craftsmanship, precision, and authenticity.
4. Relationship: Hermès doesn’t sell bags—it builds long-term emotional relationships grounded in trust, rarity, and excellence. Owning an Hermès piece feels more like belonging to an inner circle.
5. Reflection: Hermès customers see themselves as refined, cultured, and quietly accomplished—individuals who value subtlety over spectacle.
6. Self-Image: There’s an internal sense of “I’ve made it”—not loud or boastful, but deeply personal, confident, and self-assured. And now…the fun part.
While working on the prism, I attempted to sketch the iconic Hermès carriage. Let’s just say the horse made it—but the groom did not. My drawing skills weren’t quite ready for haute couture (excuse the artistic liberties) 🙃
Still, creating this was a joy. It reminded me why I love branding — because the magic happens when a brand speaks beyond its products. Hermès doesn’t just sell luxury items; it sells a world, a feeling, an identity.
If you’re into branding, luxury, or storytelling, analyzing brands through models like Kapferer’s Prism is a brilliant way to understand what truly sets great brands apart.