A brand relaunch, but make it fashion

Rue La La

A brand relaunch, but make it fashion

The situation

Smartbargains.com wanted to create a new brand for a new shopping destination offering exclusive deals for a select audience. They engaged Tank to create the name, visual identity and site design for their new project.


Brand identityNamingUI design & development


After successfully carving out a space in the online retail industry, Rue La La was able to acquire Gilt Groupe in 2018, forming the Rue Gilt Groupe with more than 20 million members.

Brand naming

We worked with the smartbargains.com team to understand what they wanted to accomplish with their new project, getting at the essence of their offering as a private, flash-sale fashion website. Like a custom Siriano gown, the Rue La La name came together.

Brand identity

With the name established, we developed an approach to brand language that was fluid and frequently changing, while also maintaining a strong and easily recognizable brand presence.

UI development

In addition to the brand language, we also created the presentation layer of the website, collaborating with internal production and external development teams to deliver a site that was ready for frequent, on-brand updates and new product offerings.

In 2019, Rue Gilt Groupe received a $280 million investment from Simon Property Group to launch a new website for outlet shopping.

Brand definition

With our users’ needs in mind, we built a digital design system website that included design philosophy, global styles, and sample pages. We built each component responsively and included layout variations, too. This work informed the redesign of Aetna’s website to align with their new brand.

Tank brings a combination of talent and drive I rarely see in the marketplace. Our business becomes their business. The blend of objectivity, practicality and dream creation make them my first call for big opportunities.
— Mark McWeeny CEO, Rue Gilt Groupe