When consumers tighten their belts, it’s logical to assume that they’ll replace more premium grocery brands with standard or budget offers that cost a little less.

Many accessible-premium brands must work harder to justify their price points when grocery budgets are painfully squeezed. But it’s a noted fact of recessionary times that while people may cut back on big-ticket items, they’re likely to scratch that consumerist itch by indulging in life’s little luxuries. And when they’re spending less in restaurants and bars, they’re more likely to recreate a higher quality experience at home.

So, it’s not an inopportune time to be an “everyday special” brand. But hitting that sweet spot that cues premium quality but doesn’t alienate everyday consumers is a delicate balancing act. Of course, it all comes down to the product—from cheese to chocolate, your product must taste, feel and perform better than the more mass brand, and it needs to have the backing of provenance or a true sustainability story. But to successfully pitch that product at the accessible-premium price point, brand design is critical.