There are many ways to convey scarcity. If you have a range of products that are all similar in certain characteristics, consider exploring how a limited edition can feel especially valuable through the use of contrast. This contrast can come in a variety of ways.

For example, consider visual contrast, launching a rare black item amongst an otherwise white collection, for instance. What visual characteristics do your family of products all possess? How might you play with these consistencies and offer something unique that breaks the mold on purpose to get peoples' attention?

Alternatively, consider contrast in manufacture, whereby scarcity and uniqueness is inferred by the methods used to create the product. A good example of this is Swedish gourmet liquorice maker Lakrids by Bülow.

For their 14th anniversary, they produced a limited run of "slow crafted" liquorice, based on an original recipe by the founder back in 2007. Both the process and the resulting sweet (with its textures and flavours) are distinct from the vast array of other products it sells, creating an enchanting, hard to acquire product that really celebrates the high end credentials of the brand.

Where can you use contrast both dramatically and sparingly to harness the unique power of your brand along with its consistencies and processes?