Based on the analysis of the historical accounts that the Comité Colbert (The Comité Colbert groups seventy-five luxury French brands with international renown) brands have produced, which can be found on their website, and built around the figure of the entrepreneur brand founder, our research reveals the structures chosen by the luxury brands for the story of their foundation. We also highlight the interest of resorting to Greimas’ Acantial Model in the elaboration of the brand literature, with at stake the creation of the brand personality. The specific figure of the founder enables the establishment of human personality traits that are directly attributed to the brand by metonymy.