A new look for Vinted — Europe's first choice for second-hand.
Vinted
Used by millions of people across Europe (and beyond), Vinted is an online marketplace on a mission to make second-hand the first choice worldwide. Selling everything from kids items to luxury handbags, Vinted has seen a surge in popularity as customers think twice about the impact their clothing has on the environment as well as their wallet.
Kiln worked side by side with the internal design team at Vinted to help them translate their brand idea, ‘New Again’ into a refreshed visual identity that would allow the company to amplify their external communications and unify the brand as they expand across wider categories.
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Credits
Vinted
Design Direction: Petras Navickas
Additional Direction: Emma Sullivan, Jonas Grinevičius, Andrew Smith
Strategic Direction: Vilma Mažylė, Kate Braybrooke.
Design: Lina Marcinonyte, Rokas Šmigelskas, Tina Mockute
Project Management: Axelle Van De GoorArt Direction: Ana Beatriz Conrado, Asta Ostrovskaja
Motion Design: Vaidas Chmieliauskas, Vaidotas Kriauciunas
Copywriting: Lara El Jbeily
Type Design: Very Cool Studio
Photography: Iris Humm, Studio East
Illustration: Jekaterina Budrytė
Kiln
Creative Direction: Charlie Hocking
Design: Laura Clink, Meg Mardon, Edoardo Albertini
Motion Design: Tyler Cross, Mansur Amiri
Services
Brand identity
Guidelines
Sector
Tech
Fashion
The company wanted to retain its recognisable, handwritten logo. So together with the Vinted design team, we built the identity around this, unraveling the script to create a colourful, flowing line that guides us through the Vinted journey.
From discovering that ‘must have’ item, to connecting it with the user and celebrating that New Again feeling; the line weaves its way through an array of lively image frames, designed to add tactility and life to a familiar digital experience.
Alongside our new range of assets, the internal design team at Vinted commissioned Very Cool Studio, to create a new weight of VC Honey specifically for the brand. The typeface was chosen for its vintage warmth and versatility. The foundry helped craft the perfect weight so that Vinted struck the right balance between refined, confident and approachable.
Vinted’s colour palette was extended to allow the brand greater distinction from an increasingly competitive market and to allow them to communicate to an ever growing audience.
At the core of the brand, we tweaked the famous Vinted Calypso, darkening it in tone and pairing it with a new colour - Mint, to allow for maximum legibility and a more refined palette. Calypso still takes centre stage, whilst our new secondary and tertiary colours form a colourful supporting role.
That sense of imperfection and a human touch really comes to life in motion, where we use stacks of anticipation and over shoot to help users navigate our second hand world. Image, text and graphics flow seamlessly together, whilst character, tactility and warmth are added to help make a digital world feel that little bit more real.
The Vinted design team continue to build on the foundations of the new visual identity by developing further illustrations and iconography.
With a robust toolkit at the heart of their brand, Vinted are now well positioned to tackle the demands of an ever growing and more complex global market, whilst still retaining the same spirit that made them so adored in the first place.
