Back Market’s in-house agency partners with Vienna’s Studio Herrström and Toronto motion house Vucko to rethink the brand’s visual identity.

Studio Herrström and Vucko: “In our early conversations with Back Market, we observed how they needed to evolve their visual brand to keep pace with their growth. Their brand personality embodies optimism, exists as a challenger to big tech, and balances an offbeat yet premium aesthetic.

“We set out to craft a new identity that resonates with these attributes and communicates their essence through brand and product communications, packaging, photography, illustrations, and partnership engagements.
 

“Inspired by circular tech and the circular economy, a sweeping revolving motion is at its core, lending heightened meaning to messaging, imagery and beyond.”

 
“We all move differently, and the same holds true for brands. The way a brand moves is critical to brand ownership and expression. To maximize the impact of Back Market’s new identity, we created a motion system that adds a new dimension to communicate what the company stands for.

“Inspired by circular tech and the circular economy, a sweeping revolving motion is at its core, lending heightened meaning to messaging, imagery and beyond. Paired with animated patterns, typography and other key brand elements, the system gives Back Market a distinctive foundation for building consistent, compelling brand experiences.

“We chose a friendly and warm tone for the typography by leaning into Letters of Sweden’s Ivar Soft to make the brand more approachable and human. This choice was also made to create a more humanistic feeling in contrast to many of the sans serifs used by major tech companies. This was paired with a geometric sans serif, Duplet Open by Indian Type Foundry, to align with our circularity theme.”
 
 

 
Client: Back Market
Brand Marketing: Lucile Dumeaux, Seth Farbman, Donatienne Vaute
CD: Dan Brill, Vianney Vaute
Copywriter: Adam Pasulka, Clare Austen Smith
Production/operations: Rachel Stone, Flore Lajouanie, Hannah Laloum
Visual Identity: Victor Antonelli
Designer: Manon Chrétien, Valentin Lachayze
Product Designer: Florian Lissot, Ray Ho

Visual Identity: Studio Herrström

Motion Identity: Vucko