Floyd — a premium suitcase brand known for its playful design and vibrant aesthetics

As the brand expanded to Korea, I localized and developed its Korean website — preserving Floyd’s bold visual identity while tailoring the user experience to local expectations. The result is a seamless blend of global creativity and regional relevance, ensuring the brand’s distinct voice resonates with Korean travelers.

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Project Goal

Localizing a global brand for the Korean market

The main objective was to adapt Floyd’s global website for a Korean audience — maintaining the brand’s original visual identity while refining the layout and user experience to suit local browsing patterns and expectations. This localization ensured that Floyd’s vibrant personality and premium positioning resonated naturally within the Korean market.

Brand Background

Redefining modern travel through color and individuality

Floyd is a premium suitcase brand inspired by skateboard wheels, combining durability with bold, playful design. Created to stand out from the uniform black luggage crowding airports, Floyd turns travel into a form of self-expression.

Target Audience

Designing for users who balance efficiency, individuality, and experience

Floyd primarily appeals to modern travelers in their 20s and 30s who seek both practicality and personality. To meet the expectations of Korean users — who value speed, clarity, and intuitive navigation — the localized UX was simplified while maintaining Floyd’s vibrant visual energy. The strong use of black heightened contrast and emphasized product color diversity, aligning with style-driven consumers who favor bold aesthetics and expressive design.

Solution

Adapting design and experience to local behavior

To make the shopping experience more intuitive for Korean users, the layout was restructured using navigation patterns and button placements familiar in local e-commerce. Korean typeface with visual characteristics similar to Floyd’s original English font was selected, maintaining consistency while ensuring legibility and cultural alignment. The result is a localized experience that feels both authentic to the brand and natural to Korean consumers.

Navigation Redesign

Simplifying structure and emphasizing hierarchy

To align with Clarity, secondary products were grouped under an Extras category, keeping the focus on Floyd’s main items — suitcases and bags. Unnecessary icons such as language toggles and brand mini-games were removed for a cleaner interface. The Floyd logo was enlarged and recolored in black to strengthen Contrast and visual balance within the header.

Button and Typography

Balancing friendliness with visual strength

While Floyd’s original design language carried a strong, distinctive tone, it could also feel rigid and overly bold. To create a friendlier impression for the Korean market, rounded buttons and soft typography were introduced — inspired by the curved edges of Floyd’s signature suitcases. This update replaced the brand’s strict aesthetic with a warmer, more approachable look.

Purple

#AF4690

Orange

#FF9601

Black

#000000

Gray

#7A7A7A

White

#FFFFFF

Purchase Section

Improving clarity in color selection

Floyd’s diverse color palette is one of its defining strengths, but it can also be overwhelming for new visitors. A hover interaction displaying color names was introduced to bring clarity and help users browse options effortlessly.