Graphic

Back Market, a global marketplace for renewed tech, is on a mission to make technology both affordable and sustainable, without compromising on quality. To support this vision, the brand partnered with Studio Herrström, Vucko, and Back Market’s core design team, led by Sr. Lead Art Director Victor Antonelli, to reimagine their visual identity and develop a comprehensive brand design system that embodies these values.

This collaboration focused on evolving Back Market’s brand to reflect their growth and their challenger spirit, while maintaining a balance between optimism and a premium, offbeat aesthetic. The new identity was designed to resonate across all brand communications, from product packaging and photography to illustrations and partnership engagements, setting new standards in tech circularity.

The motion design, created by Vucko in collaboration with Back Market, added an essential layer to the brand. Revolving movements, inspired by the circular economy, infused life into the brand’s messaging and visuals, building consistent and engaging experiences for audiences.

To further simplify and modernize the brand, the logotype was redrawn for clarity, and circular patterns were introduced to symbolize revival and tech rejuvenation. Diagonal elements conveyed optimism and progress, aligning seamlessly with Back Market’s core ethos. This visual language was complemented by a vibrant, refreshed color palette and approachable typography, balancing warmth and humanism with geometric precision, contrasting with the colder, rigid styles of traditional tech companies.

A more direct graphic style was also introduced to convey Back Market’s passion for sustainability and circularity with bold, clear statements. Global artistic collaborations enriched the rebrand, reinforcing Back Market’s confident, optimistic, and authentic approach to promoting tech sustainability.