RUMAGE BRAND IDENTITY

We conducted comprehensive research to inform our strategic approach to Rumage’s brand identity:

We analysed the visual and verbal identities of established second-hand marketplaces including Depop, Shpock, Vestaire Collective, Rebelle, and Vinted to understand how they connect with their audiences.

We extended this analysis to Rumage’s direct competitors such as Faircado, Beagle Button, Nuw, and Loma—carefully assessing their strengths and weaknesses.

Our research also examined successful challenger brands from other sectors, including Farewill, Bulb, and Purple Bricks, extracting valuable insights on how to disrupt established markets.

Additionally, we studied well-established and trusted marketplaces like eBay, Airbnb, and Rightmove to understand their approach to brand identity.

Through this research, we identified common strengths across successful platforms:

Based on these insights, we developed three distinct visual expressions, each embracing different colors, typography, and graphic elements. Following stakeholder presentations and collaborative workshops, we refined the selected route—solidifying the building blocks of the visual identity, from color palette to fonts and photography style.

This was then documented in comprehensive brand guidelines with detailed specifications and application examples, empowering Rumage’s marketing team to create new brand assets seamlessly.

Our competitive analysis revealed a marketplace dominated by brands using vibrant colour schemes to establish strong visual recognition. This presented a significant challenge: how could we create something truly distinctive for Rumage as a challenger brand?

The competitive landscape was crowded with established players who had already forged powerful emotional connections through bold colour palettes and design elements. Rather than competing on the same terms, we identified subtle opportunities for differentiation.

We developed a visual identity that stands out through:

Custom typography with distinctive character

Innovative graphic elements that evoke the treasure-hunting experience

A sophisticated colour palette that communicates sustainability while differentiating from competitors’ more saturated approaches

Clean, minimal design that reflects the simplified shopping experience Rumage offers

This strategic approach created a visual identity that not only distinguishes Rumage in a crowded marketplace but also forms an authentic connection with environmentally and budget-conscious shoppers.

Developing Rumage’s verbal identity required balancing two key consumer motivations: economic savings and environmental responsibility. We created a tone of voice that authentically speaks to both priorities without compromising either.

The messaging strategy:

The strapline “Why buy new?” serves as the perfect encapsulation of the brand’s mission—simultaneously challenging consumption norms while highlighting the practical benefits of choosing pre-owned. This simple yet powerful question invites consumers to reconsider their purchasing habits and positions Rumage as both a practical solution and an agent of positive change.

The brand identity was strategically designed with digital-first applications in mind, ensuring consistent expression across all touchpoints:

Looking ahead, the brand identity includes built-in flexibility to support Rumage’s ambitious growth trajectory. The modular design system can easily accommodate new product categories, geographic expansions and potential sub-brands without diluting core brand equity.

As Rumage continues to evolve from challenger to category leader, the brand architecture is structured to support potential extensions into adjacent services such as sustainable fashion education, repair workshops and authentication services – all while maintaining the distinctive voice and visual identity that defines the Rumage experience.