DEVELOPED AT ·STINK STUDIOS ·FOR ·VINTED ·WEB
Re-invinted
Try the quiz to discover your pre-loved personality and learn tips, tricks and interesting ways to use Vinted.
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Vinted, Europe's leading international online C2C marketplace dedicated to second-hand fashion, sought to celebrate and understand the millions of members driving the pre-loved movement. In early 2025, the company launched "New Again" — a new creative platform capturing the joy of shopping second-hand and the possibilities it opens up. The "New Again" feeling is about the pride in a find, the joy in a sale, and the freedom to reinvent oneself without worry or waste.
Re~invinted was created as a data-powered campaign to support this platform, revealing the behaviors of millions embracing second-hand shopping. The project spotlights the unique habits driving the Vinted community, reflecting the diverse mindsets of buyers and sellers with differing tastes, desires, and motivations.
The campaign was based on real Vinted member data collected between December 2023 and December 2024, presenting never-before-shared insights that challenge preconceptions of the second-hand world.
The creative approach centered on transforming complex platform data into an engaging, accessible experience. Stink Studios worked with Vinted's data insights team to identify 32 unique "pre-loved personality" traits — far more than the initial assumption of 6-8 personas.
Key personas include:
- Negotiator — Masters the art of the deal
- Hotshot — Quick to spot and snap up trending items
- Sneakerhead — Focused on footwear finds
- Retroholic — Drawn to vintage and nostalgic pieces
- Bundler — Maximizes value through bundle purchases
- Novelist — Creates detailed, story-rich listings
The experience features 3D elements, interactive assets, and playful design reflecting Vinted's eclectic spirit and sustainable ethos. Specific items and illustrations were designed to reflect the data — from luxury bags for "Lux Lovers" to illustrated data visualizations.
The tactility of the 3D cards and playful interactions build a feeling of joy that the Vinted brand celebrates, aimed at bringing "a sense of refined realness and physicality to the campaign, by embracing and celebrating the tactility and imperfections of the pre-loved world."
The Re~invinted experience was built using:
- React for the interactive web application
- TypeScript for type-safe development
- HTML/CSS for structure and styling
Key technical challenges included:
- Creating a design system that flexes to fit multiple languages (English, French, Polish, German) across different devices
- Building interactive 3D cards with smooth, engaging animations
- Visualizing complex data in accessible and playful ways
- Supporting a personality quiz with 32 distinct outcome paths
The experience was designed to be "addictive as it is insightful, encouraging users to explore by scroll, scroll, and scrolling some more."
Challenges
Multi-language Challenge: The experience needed to work in multiple languages while maintaining the creative integrity of the design system. This required building flexible layouts that could adapt to varying text lengths and character sets.
Data Visualization: Transforming "hardcore data" into something "delightful to explore" required careful consideration of how to present complex insights in accessible, playful ways.
Results
Campaign Performance:
- Launched across 4 major European markets simultaneously (UK, France, Poland, Germany)
- Featured 32 unique pre-loved personalities
- Presented data insights including: 19% of sales start with a DM, sellers are most open to offers between 6pm and 9pm, and 30% of all members have only 5-star reviews
Awards Won:
- Campaign's Ad of the Day (February 4, 2025)
- FWA Site of the Day (March 30, 2025)
Industry Reception:
- Featured across major advertising and design publications including Campaign, Creative Bloq, Shots, Marketing Beat, and TrendWatching
- Highlighted as an example of effective data storytelling in the "SECOND LOVE" trend category
Quotes
“At Vinted, we're all about making the most of what we already have because when an item that isn't brand new is sold, it becomes new again to the person who buys it. Rather than presenting people with a retrospective view of what happened on the platform last year, this campaign is about helping people understand their pre-loved personality and how they can use it to make the most out of Vinted in 2025 and beyond.”
“After taking the personality quiz, people will find genuinely useful insights and advice on how they can shop for their tastes with Vinted. It's a user-friendly way for everyone to explore the 'data' and how they can personally use it to their advantage, regardless of whether they're new to the platform or well-versed in Vinted.”
“The simplicity of how elegantly the project takes hardcore data, and makes it delightful to explore was a subject of pride for the design team. The insights are accessible, playful and easy to digest.”
“Each persona represents a unique personality trait when it comes to how members are getting the most out of buying and/or selling. When we set out, the assumption was that there would be 6-8. But after diving into the data, we realised there were many, many more.”
“Vinted is an international brand, and the experience works in a number of languages. Creating a design system that creatively expresses the core values of the campaign, while also flexing to fit any language on any device, posed a real challenge.”
“Vinted's shopper personality quiz is giving me an identity crisis. From thrifters to regifters, what's your style?”
Press / Media
Further Reading
Credits
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Front End Developer, Creative Technologist
Pim de Wit
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Producer
Siân Mulligan
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Producer
Poppy Broster-Becker
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Producer
Mateusz Kolaczynski -
Designer
Songyee Kim -
Art Director
Viv Greywoode
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Front End Developer
Karen Chiu -
Art Director, Designer
Christine Zhang -
Technical Lead
Adrian Friend
Stack
HTML, CSS, TypeScript, React