VintedCopied

Vinted began in Lithuania in 2008, when Milda Mitkute had too many clothes to move house and Justas Janauskas built a site so she could give them to friends. It now has 2,200 staff and millions of users in more than 20 markets across Europe and North America. In February 2025 it launched its first brand platform, 'New Again', to strengthen its place in second-hand and prepare for categories such as electronics and high-value fashion.

To turn that into an identity, Vinted asked an agency to embed with its in-house designers in Vilnius for a month. Cornwall studio Studio Kiln got the job, Design Week and Creative Boom reported. Vinted's director of brand strategy said it needed to differentiate more clearly; Kiln creative director Charlie Hocking noted that some competitors had adopted versions of Vinted's turquoise, so the brand was not recognisable enough.

Vinted's newsroom framed New Again as celebrating the use-repeat-use nature of second-hand goods and the new to you feeling, with each exchange adding a chapter to an item's story. The first campaign, a four-month production with 38 characters filmed in locations dressed as different worlds, told mini-stories of members earning, saving and finding joy. It is a warmer line than most resale marketing, and it suits the ribbon.

The handwritten logo, introduced in 2018, stayed. Vinted's director of design, brand and communications, Petras Navickas, called it one of the company's most recognisable assets. Instead, the team unravelled its script into a colourful, flowing ribbon that guides users through the app and website, weaving through product image frames. Hocking said the lines were meant to feel hand-drawn and textured, their imperfection a nod to second-hand goods. The turquoise was darkened for sophistication and paired with mint. Vinted commissioned a new weight of the typeface VC Honey, for vintage warmth, replacing Inter, which Hocking said works because it lacks personality but does not work for a brand. Photography embraces natural imperfection rather than fast fashion's gloss, Creative Boom noted.

It is a disciplined refresh. Keeping the script and mining it for a graphic device is the right instinct, and darker turquoise is a sensible defence against imitators. The ribbon risks becoming decoration, but it gives a busy marketplace a thread to follow.