Rue La La

Complete brand launch for online private sale retailer.

Rue La La

Overview wanted to create a new brand and shopping destination, focusing on exclusive deals for an exclusive audience. They engaged Tank to create the name, visual identity and site design for a new shopping destination.



One of the core challenges was to develop an approach to brand language that was fluid and frequently changing, all while maintaining a strong and easily recognizable brand presence.


In addition to the brand language, Tank was responsible for the presentation layer of the website, as well as collaborating with internal production and external development teams to deliver a site capable of frequent, on-brand updates and new product offerings.


Rue La La. A new brand and website that quickly became one of the web’s most prominent e-commerce private sale sites, featuring designer goods at affordable prices. In a deal valued at $350 million dollars, this Tank-branded luxury retail site was acquired by e-commerce marketing company GSI Commerce.

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