The Enough Project is a brand that embraces the idea that one is enough, targeting practical and reasonable consumers. The concept focuses on functionality, expressed through minimal design.
Concept
ENOUG PROJECT, a practical lifestyle brand for all, has officially launched. It is a beauty brand designed for individuals who aspire to live a life that is sufficient for themselves, rather than conforming to others’ standards. The brand emphasizes easy-to-use textures suitable for all ages and embraces simple, gender-neutral designs. All seven products are vegan-friendly.
Recognizing the growing demand for digital channels, the brand was created with a focus on incorporating customer feedback. By stripping away unnecessary complexity, ENOUG PROJECT centers on the essentials. It features a cool, grounded identity based on the principles of “3-FREE” (AGE, GENDER, CRUELTY) and a design philosophy that welcomes everyone with kindness.
ENOUG PROJECT, a practical lifestyle brand for all, has officially launched. It is a beauty brand designed for individuals who aspire to live a life that is sufficient for themselves, rather than conforming to others’ standards. The brand emphasizes easy-to-use textures suitable for all ages and embraces simple, gender-neutral designs. All seven products are vegan-friendly.
Recognizing the growing demand for digital channels, the brand was created with a focus on incorporating customer feedback. By stripping away unnecessary complexity, ENOUG PROJECT centers on the essentials. It features a cool, grounded identity based on the principles of “3-FREE” (AGE, GENDER, CRUELTY) and a design philosophy that welcomes everyone with kindness.
The name ENOUG PROJECT, abbreviated as “ENUF PROJ,” conveys the brand message: this is enough. While the abbreviation feels casual, it delivers an honest and playful impression. Its ability to communicate meaningfully on its own reinforces the brand’s ethos. The use of soft, rounded forms and calm green tones balances approachability with sincerity, projecting a frank and trustworthy image.
The single box design reflects the brand’s message, with layered elements such as the ENOUG PROJECT logo and product information adding a sculptural feel.
With beauty trends becoming more refined to appeal to millennials, ENOUG PROJECT incorporates fun, sticker-inspired designs that resonate with this demographic.
The single box design reflects the brand’s message, with layered elements such as the ENOUG PROJECT logo and product information adding a sculptural feel.
With beauty trends becoming more refined to appeal to millennials, ENOUG PROJECT incorporates fun, sticker-inspired designs that resonate with this demographic.
Rather than pursuing external channel marketing, ENOUG PROJECT focused solely on the Coupang platform. We collaborated closely with relevant departments to optimize the design for online retail. Special attention was given to the purchase experience: we analyzed Coupang’s mobile app layout to ensure that the logo remains visible and the font readable on small screens, conducting frequent reviews to refine the details.
“When ENOUG PROJECT met Coupang”
As someone who frequently shops on Coupang, I’ve come to realize just how much Rocket Delivery has become a part of my everyday life. As both a consumer and a designer, I wanted to develop products that were perfectly tailored for the Coupang platform. This project—carried out in collaboration with Coupang and related departments—moved at a pace that matched the fast-evolving online market. While the approach was initially unfamiliar, I quickly adapted.
Product detail pages on Coupang are one of the most important touchpoints for customers to learn about a product online. To establish strong brand recognition, we focused on creating content that was both informative and engaging.
The ENOUG PROJECT shoot was conducted in collaboration with the Corporate Creative Team’s Content Department. Rather than outsourcing hand modeling or video production, we worked closely with internal team members to ideate and create together. Our goal was to express the unique character of ENOUG PROJECT through engaging GIFs and graphic elements that capture attention—moving beyond static, text-heavy product descriptions typically seen on detail pages.
ENOUG PROJECT Web Content (Detail Page) Structure (Partial)
By analyzing Coupang sales data and customer reviews, we gained meaningful insights into how effectively customers understand product information and ingredients, how well the ENOUG PROJECT design resonates with them, and what customers truly value. This project served as a valuable opportunity to collaborate across new channels and cross-functional teams, helping us build trust, work more efficiently, and focus on our areas of expertise.
