{"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":"

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