Have you ever splurged on a T-shirt with a logo so massive it announces your arrival before you do, or justified the price of a handbag simply because it boldly flaunts the name of a luxury label? Welcome to the age of consumerism, where logos and recognisable designs have evolved far beyond simply distinguishing one brand from another. But why do they wield such power over us?

As someone obsessed with fashion for as long as I can remember, I can say that what makes a branded item so irresistible — apart from the sleek design or clever marketing — is what it represents. It is a brand’s identity, aesthetics, story, and way of communicating. But, it is also a cultural shorthand for everything we aspire to: our taste, knowledge, achievements, and status. That flashy designer bag isn’t just a bag; it is a portable story, a marker of our style, a result of our hard work, and — if we are being brutally honest — sometimes a quiet invitation for a little envy, with a subtle "look at me, I’ve made it."

Why do we drape ourselves in certain clothes and accessories? Maybe it is out of love for the craft and beautiful things, but also to deliver a message: “I belong to the club” — even if that club is imaginary, and the membership fees are courtesy of a maxed-out credit card. We think that logos — or, as we have established, what they represent — provide instant recognition and validation from society or help prove something to ourselves.

Let us face it: some of this obsession is about filling a gap. For many, self-worth can be a wobbly thing. Owning branded items, with their aura, acts as external affirmation of our value. If someone else admires it — or better yet, envies it — it feels like a win. And this jealousy works like a mirror reflecting perceived success, even if deep down, it is all a bit hollow.

But what about the packaging, you may ask? These days, it is as much a part of the experience as the product itself. Remember the last time you treated yourself to something luxurious? The moment wasn’t just about the item — it was about how it was presented. The crisp branded ribbon, the crunchy tissue paper, the elegant box. Suddenly, it wasn’t just a wallet or a pair of shoes, it was an event.

This is why we find ourselves hoarding empty branded boxes and paper bags we will never use. It is not just clutter — it is part of the story. Social media has only amplified this, with unboxing videos becoming a whole genre in themselves. Watching someone peel back the layers of packaging to reveal the prize feels oddly satisfying, doesn’t it? 

The packaging isn’t just about keeping the product safe — it is a carefully designed communication tool. When you open that perfectly wrapped item, it feels like the brand is whispering, “You’ve got great taste, and we see you.” And of course, it is all ready to be tagged, posted, and admired on Instagram.

At its core, this obsession with logos and branded packaging boils down to a universal human desire: to belong. We want to feel recognised, valued, and a little envied. Whether it is a watch, a bag, or even the box it came in, these symbols let us tell a story about ourselves — one where we are winning at life, even if it is only for the duration of an Instagram story.

So, next time you find yourself admiring an artfully tied ribbon or debating the merits of yet another logo-laden piece of clothes, ask yourself: is it the product you love, or the version of you it lets the world see?