Joy isn’t what it used to be. In an era of climate anxiety, news fatigue, and burnout, consumers still seek emotional uplift — but it can’t be forced. For premium brands, that’s a fine line: how do you create joy without it feeling fake?
In our Dissonance Decade webinar, we explored the tension between emotional fulfilment and brand authenticity, and how to deliver joy that sticks.
Joy starts with trust
“I make it my point to relate to my guests first,” said Deniseea Head. “I want them to know they can trust me — that this isn’t just a transaction.”
When joy is layered onto a brand experience without care or context, it can feel hollow. For Deniseea, joy isn’t a garnish. It’s the by-product of trust.
“Politically charged or cultural conversations can be hard. But if a guest trusts you, you can tell the story in a way that’s digestible. When that happens, the cocktail’s already done half the work.”
Joy is not the same as comfort
Simon Maguire offered a hospitality perspective:
“A lot of brands equate joy with excess — more choices, more touchpoints, more stuff. But real joy can come from simplicity. A quiet space. Something considered. Something that lifts your shoulders.”
Premium doesn’t need to perform happiness. It needs to provide space for it.
Design for resonance, not performance
Joy that works in premium isn’t about spectacle. It’s about something that lands and lasts.
Deniseea again:
“Let’s throw away the idea that premium is for a certain class. We all deserve good quality. That’s what I hold onto — making sure people feel something, not just see it.”
What we’re seeing
To create meaningful joy, premium brands should:
- Start from emotional safety, not sensory overload
- Focus on resonance over entertainment
- Make quality feel generous, not exclusive
- Centre real people, not perfect personas
In a dissonant decade, joy isn’t a brand layer. It’s a relational act.
Bonus content
While tech was playing around on the day, Deniseea of @chickenandchampagne never does. Enjoy her video answers to the question:
Your drinks are playful and often politically or culturally charged, how do you bring joy into those experiences in a meaningful way?