The new look is a result of Studio Kiln spending a month sitting alongside Vinted’s in-house design team at the HQ in Lithuania.
Vinted’s roots go back to 2008, when Milda Mitkute was moving house but had too many clothes to take with her.
Justas Janauskas offered help and built a website to allow her to give away her clothes to friends.
From that, Mitkute and Janauskas co-founded Vinted.
Now, Vinted has 2,200 staff working from the Vilnius HQ and offices around Europe, and millions of registered users across more than 20 markets in Europe and North America.
Revenue was up 36% in 2024 compared with 2023, and net profit soared 330% year-on-year.
For its brand refresh, Vinted wanted a team from a design agency to work alongside the in-house designers in Vilnius for a month.
The Vinted brand refresh guidelines by Studio Kiln
Studio Kiln’s creative director Charlie Hocking co-founded the agency in Cornwall in 2022, having previously been at DesignStudio, where he worked on London-based e-commerce site, Depop, and OLX, a vast network of online second-hand marketplaces in countries including Bulgaria, Brazil and Kazakhstan.
A former DesignStudio colleague had joined Vinted as a project manager, and Kiln was one of the agencies interviewed for this job.
“Kiln had only been going for a short time, and I was able to go over there and integrate with their team,” Hocking says.
More typically, such a project would be handled remotely, but Hocking saw benefits from being on the ground.
“It was helpful to become a team member and understand the practicalities and roadblocks to getting work approved.
“It’s a massive team, so there was a need to move slowly and be patient.
“And we all bonded closely, and that trust was built that much quicker.”
Like many successful or high-profile businesses, Vinted had spawned imitators.
The business wanted to “differentiate more clearly within a competitive landscape”, says a spokesperson for Vinted’s design team.
Some of these competitors had adopted a variation of Vinted’s turquoise as a brand colour.
“So the Vinted brand wasn’t recognisable enough,” Hocking adds.
And in early 2025, Vinted introduced a new brand idea, ‘New Again’.
“It captures the core of what Vinted offers – giving items a second life – while also providing creative breadth to express our purpose and offering in fresh and engaging ways,” the spokesperson says.
It was the task of Kiln and the in-house team to translate that idea into a refreshed visual identity that would allow the company to amplify its external communications and unify the brand as it expands into other categories, like electronics and high-value fashion.
The refreshed brand on OOH advertising
“We opted for a darker hue, as it gave a little more sophistication. And we paired that with mint to give zip,” Hocking explains.
This brand refresh didn’t include the existing hand-written-style logo, which has been retained.
“Our logo is one of Vinted’s most recognisable brand assets, so it was important to preserve its core throughout the brand evolution,” the spokesperson says.
“Rather than making drastic changes, we chose to build the rest of the identity around it, ensuring continuity and familiarity while still allowing for growth and refresh.”
Instead, the focus was on the colour palette, the typefaces and the motion principles of certain elements of the brand.
The new visual identity is built around the notion of unravelling the logo’s script, to create a colourful, flowing line or ribbon that guides users around Vinted’s app and website and beyond.
The line weaves its way through the image frames of items for sale, and is intended to add tactility and life to the digital experience.
“We wanted the lines to feel hand-drawn and textured,” Hocking adds, so that their imperfection was a nod to the second-hand nature of the products on sale.
Meanwhile, Vinted’s design team commissioned Very Cool Studio in California to create a new weight of VC Honey – chosen for its vintage warmth and versatility – for the brand.
Previously, Vinted used Inter, which is designed to work well in small sizes and is often found in apps, Hocking says.
“It’s successful because it lacks personality. But it doesn’t work with brand.”
A flowing line or ribbon guides users around Vinted’s app and website
This isn’t Vinted’s only refresh in recent years – since 2017, there have been three major iterations.
In 2018, the former logo was ditched in favour of the current Vinted wordmark.
Then in 2020, new graphic elements and typography were added; and two years later, the wordmark lettering was refined to improve legibility and accessibility.
“We aim to keep our brand identity evolving continuously, to avoid the need for complete rebrands,” the spokesperson says.
Since the new look has been introduced, “We’ve seen positive sentiment from users and partners, consistent or increased performance metrics, and improved perceptions of the brand overall,” the spokesperson adds.
The refreshed brand on OOH advertising
The refreshed brand on OOH advertising