In short-lived puffs of cleanliness, mobility and consorts, brands and their products offer us a sense of longevity and renewal at once. Buying can serve us as a key identification mechanism: we can re-assure or reinvent ourselves. Visual identities of mass produced products have a seeming, borrowed permanence in our life and companies have at their disposal a whole range of resources to convey these stories: by means of colour, typeface, visual metaphor, symbol, texture and materials. Thus the tension of Leo Luccioni’s ambiguous relation to the topic of brands and sacrality, creates a playful yet palpable energy in the body of work created for his exhibition “Egregorien” at Everyday Gallery.