BRIEF | Avolta is creating a fresh, sustainable concept store for pre-loved luxury fashion, set to launch in airports. They’re looking for a name and visual identity that’s as bold as the brand’s vision. The name must be short, modern, and social media-ready, with a subtle nod to sustainability. Think sleek, stylish, and instantly shareable—perfect for a jet-setting, eco-conscious audience. The challenge? Craft a name that reflects both luxury and environmental awareness while still feeling contemporary and accessible. All about making sustainability chic and on-the-go.
Goal: A name that takes off just like the pieces they'll be selling.
NAMING |
ReLUX is the new status symbol—where luxury doesn’t just come from price tags, but from purpose.
ReLUX is where luxury gets its second wind—a sleek fusion of opulence and renewal designed for the trendsetters who know that style isn't just what you wear; it’s the statement you make. Tailored for the young, affluent, and eco-conscious, ReLUX brings pre-loved, high-end fashion back to life, making sustainability chic.
The "Re-" is your wink to rebirth—signaling the curated, exclusive pieces that deserve a second act. It’s for those who aren’t just chasing trends but appreciating the story behind every piece. Think of it as luxury with layers. Then there's LUX—the golden seal of high fashion, all about prestige, rarity, and timeless elegance. ReLUX becomes the ultimate treasure chest for those looking to unearth the coveted and the rare, a playground for the elite fashion aficionados who demand more than just another item—they crave the history and exclusivity that comes with it.
ReLUX isn’t just a store; it’s a style philosophy. For the discerning, financially empowered tastemakers, it’s about owning your narrative—turning heads not just for what you wear, but for the thoughtful, exclusive choices that define you.
Why it works:
Luxury meets sustainability: Perfectly positioned for the eco-conscious, stylish consumer.
A social media magnet: Short, sharp, and made for traction with the Instagram-savvy shopper.
Exclusive appeal: A coveted collection for those who live for rarity and refinement.
