{"id":13473,"date":"2025-08-14T21:29:36","date_gmt":"2025-08-14T14:29:36","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/studio-kiln-refreshes-vinted-identity-with-flowing-ribbon-motif\/"},"modified":"2025-08-14T21:29:36","modified_gmt":"2025-08-14T14:29:36","slug":"studio-kiln-refreshes-vinted-identity-with-flowing-ribbon-motif","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/studio-kiln-refreshes-vinted-identity-with-flowing-ribbon-motif\/","title":{"rendered":"Studio Kiln refreshes Vinted identity with flowing ribbon motif"},"content":{"rendered":"

The new look is a result of Studio Kiln<\/a> spending a month sitting alongside Vinted\u2019s in-house design team at the HQ in Lithuania.<\/p>\n

Vinted\u2019s roots go back to 2008, when Milda Mitkute was moving house but had too many clothes to take with her.<\/p>\n

Justas Janauskas offered help and built a website to allow her to give away her clothes to friends.<\/p>\n

From that, Mitkute and Janauskas co-founded Vinted.<\/p>\n

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.<\/p>\n

Revenue was up 36% in 2024 compared with 2023, and net profit soared 330% year-on-year.<\/p>\n

For its brand refresh, Vinted wanted a team from a design agency to work alongside the in-house designers in Vilnius for a month.<\/p>\n

The Vinted brand refresh guidelines by Studio Kiln<\/p>\n

Studio Kiln\u2019s 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.<\/p>\n

A former DesignStudio colleague had joined Vinted as a project manager, and Kiln was one of the agencies interviewed for this job.<\/p>\n

\u201cKiln had only been going for a short time, and I was able to go over there and integrate with their team,\u201d Hocking says.<\/p>\n

More typically, such a project would be handled remotely, but Hocking saw benefits from being on the ground.<\/p>\n

\u201cIt was helpful to become a team member and understand the practicalities and roadblocks to getting work approved.<\/p>\n

\u201cIt\u2019s a massive team, so there was a need to move slowly and be patient.<\/p>\n

\u201cAnd we all bonded closely, and that trust was built that much quicker.\u201d<\/p>\n

<\/a>
\n<\/a><\/p>\n

Like many successful or high-profile businesses, Vinted had spawned imitators.<\/p>\n

The business wanted to \u201cdifferentiate more clearly within a competitive landscape\u201d, says a spokesperson for Vinted\u2019s design team.<\/p>\n

Some of these competitors had adopted a variation of Vinted\u2019s turquoise as a brand colour.<\/p>\n

\u201cSo the Vinted brand wasn\u2019t recognisable enough,\u201d Hocking adds.<\/p>\n

And in early 2025, Vinted introduced a new brand idea, \u2018New Again\u2019.<\/p>\n

\u201cIt captures the core of what Vinted offers \u2013 giving items a second life \u2013 while also providing creative breadth to express our purpose and offering in fresh and engaging ways,\u201d the spokesperson says.<\/p>\n

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.<\/p>\n

The refreshed brand on OOH advertising<\/p>\n

\u201cWe opted for a darker hue, as it gave a little more sophistication. And we paired that with mint to give zip,\u201d Hocking explains.<\/p>\n

This brand refresh didn\u2019t include the existing hand-written-style logo, which has been retained.<\/p>\n

\u201cOur logo is one of Vinted\u2019s most recognisable brand assets, so it was important to preserve its core throughout the brand evolution,\u201d the spokesperson says.<\/p>\n

\u201cRather 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.\u201d<\/p>\n

Instead, the focus was on the colour palette, the typefaces and the motion principles of certain elements of the brand.<\/p>\n

\n
\nhttps:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/08\/Studio-Kiln-Vinted-Brand-Refresh-Header_Animation.mp4<\/a>\n<\/div>\n

The new visual identity is built around the notion of unravelling the logo\u2019s script, to create a colourful, flowing line or ribbon that guides users around Vinted\u2019s app and website and beyond.<\/p>\n

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.<\/p>\n

\u201cWe wanted the lines to feel hand-drawn and textured,\u201d Hocking adds, so that their imperfection was a nod to the second-hand nature of the products on sale.<\/p>\n

Meanwhile, Vinted\u2019s design team commissioned Very Cool Studio<\/a> in California to create a new weight of VC Honey<\/em> \u2013 chosen for its vintage warmth and versatility \u2013 for the brand.<\/p>\n

Previously, Vinted used Inter<\/em>, which is designed to work well in small sizes and is often found in apps, Hocking says.<\/p>\n

\u201cIt\u2019s successful because it lacks personality. But it doesn\u2019t work with brand.\u201d<\/p>\n

A flowing line or ribbon guides users around Vinted\u2019s app and website<\/p>\n

This isn\u2019t Vinted\u2019s only refresh in recent years \u2013 since 2017, there have been three major iterations.<\/p>\n

In 2018, the former logo was ditched in favour of the current Vinted wordmark.<\/p>\n

Then in 2020, new graphic elements and typography were added; and two years later, the wordmark lettering was refined to improve legibility and accessibility.<\/p>\n

\u201cWe aim to keep our brand identity evolving continuously, to avoid the need for complete rebrands,\u201d the spokesperson says.<\/p>\n

Since the new look has been introduced, \u201cWe\u2019ve seen positive sentiment from users and partners, consistent or increased performance metrics, and improved perceptions of the brand overall,\u201d the spokesperson adds.<\/p>\n

The refreshed brand on OOH advertising
\nThe refreshed brand on OOH advertising<\/p>\n

\nWhat to read next: <\/strong>NB Studio rebrands creative timesheet tool Streamtime<\/a> | Studio.Build creates new identity for SAVE Britain\u2019s Heritage<\/a> | Branding electrifies fast-changing energy sector<\/a> | The Pride of Britain Awards gets an angelic new identity<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The new look is a result of Studio Kiln spending a month sitting alongside Vinted\u2019s in-house design team at the HQ in Lithuania. Vinted\u2019s 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 […]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[145],"tags":[],"yoast_head":"\nStudio Kiln refreshes Vinted identity with flowing ribbon motif - Blog TSK<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cstc.vn\/blogtsk\/studio-kiln-refreshes-vinted-identity-with-flowing-ribbon-motif\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studio Kiln refreshes Vinted identity with flowing ribbon motif - Blog TSK\" \/>\n<meta property=\"og:description\" content=\"The new look is a result of Studio Kiln spending a month sitting alongside Vinted\u2019s in-house design team at the HQ in Lithuania. 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