R.LUX
Luxury E-commerce shopping experience
IF Design Award 2025
R.LUX - The branded commerce for luxury shopping
E-Commerce App ︎︎︎
To expand its luxury shopping category, Coupang has been operating under the branding "Rocket Luxury," leveraging its representative brand asset, "Rocket." However, for customers seeking luxury products, neither the "Coupang" nor the "Rocket" brand was sufficient to deliver a truly high-end experience.
Coupang Rocket Luxury (As-is)
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To address this issue, Coupang decided to adopt a brand strategy that decouples the luxury category from the main Coupang brand. This individual branding strategy functions similarly to the relationship between Toyota and Lexus or Hyundai and Genesis—maintaining independence while still benefiting from the endorsement of the parent company.
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As you might have guessed, the name R.LUX is an abbreviation of ‘Rocket Luxury’. However, before finalizing the name, we had to ensure that the majority of our Korean customers could pronounce it as "R-LUX (알럭스)" exactly as intended.
When presented as a single word, "RLUX," many customers found it difficult to determine the correct pronunciation. To resolve this, I explored various notation styles to encourage the "R, LUX" reading and conducted user testing. Fortunately, we found that when stylized in all caps with a period—R.LUX—Korean customers pronounced it exactly the way we wanted. This insight allowed us to finalize the official brand logo and its visual identity.
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Additionally, we conducted testing to identify which logo forms resonated most as "luxury." Respondents indicated that a typeface blending classic serifs with modern sans-serifs, combined with an all-caps format, conveyed the strongest sense of luxury. This can be interpreted as a brand perception rooted in the fact that most iconic luxury houses—such as HERMÈS, CHANEL, and LOUIS VUITTON, BOTTEGA VENETA—utilize uppercase logos. Their established visual language has shaped how consumers define and recognize high-end branding.
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We needed a strong brand design principles to build a luxury brand. I brought these three principles; Contemporary Luxury, Bold Minimalism, and, Inspiring Dynamics to express R.LUX core value.
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This is R.LUX logo based on the research insight.
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I designed not only the logo but all letters for R.LUX brand extension.
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Package unboxing is one of the most important brand experience. I carefully selected all the materials and textures to express R.LUX brand.
The new R.LUX packaging reduced costs by a significant 40% compared to previous luxury packaging methods, while also optimizing overall packaging speed.
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R.LUX - The branded commerce for luxury shopping
E-Commerce App ︎︎︎
To expand its luxury shopping category, Coupang has been operating under the branding "Rocket Luxury," leveraging its representative brand asset, "Rocket." However, for customers seeking luxury products, neither the "Coupang" nor the "Rocket" brand was sufficient to deliver a truly high-end experience.
Coupang Rocket Luxury (As-is)
To address this issue, Coupang decided to adopt a brand strategy that decouples the luxury category from the main Coupang brand. This individual branding strategy functions similarly to the relationship between Toyota and Lexus or Hyundai and Genesis—maintaining independence while still benefiting from the endorsement of the parent company.
As you might have guessed, the name R.LUX is an abbreviation of ‘Rocket Luxury’. However, before finalizing the name, we had to ensure that the majority of our Korean customers could pronounce it as "R-LUX (알럭스)" exactly as intended.
When presented as a single word, "RLUX," many customers found it difficult to determine the correct pronunciation. To resolve this, I explored various notation styles to encourage the "R, LUX" reading and conducted user testing. Fortunately, we found that when stylized in all caps with a period—R.LUX—Korean customers pronounced it exactly the way we wanted. This insight allowed us to finalize the official brand logo and its visual identity.
Additionally, we conducted testing to identify which logo forms resonated most as "luxury." Respondents indicated that a typeface blending classic serifs with modern sans-serifs, combined with an all-caps format, conveyed the strongest sense of luxury. This can be interpreted as a brand perception rooted in the fact that most iconic luxury houses—such as HERMÈS, CHANEL, and LOUIS VUITTON, BOTTEGA VENETA—utilize uppercase logos. Their established visual language has shaped how consumers define and recognize high-end branding.
We needed a strong brand design principles to build a luxury brand. I brought these three principles; Contemporary Luxury, Bold Minimalism, and, Inspiring Dynamics to express R.LUX core value.
This is R.LUX logo based on the research insight.
I designed not only the logo but all letters for R.LUX brand extension.
Package unboxing is one of the most important brand experience. I carefully selected all the materials and textures to express R.LUX brand.
The new R.LUX packaging reduced costs by a significant 40% compared to previous luxury packaging methods, while also optimizing overall packaging speed.
