Back Market’s rebrand lets the tech disruptor do what it does best, “but with a bit more attitude”

Since 2014, Back Market has been redefining our relationship with tech through its range of refurbished electronics and appliances. The brand, which has been championing circularity and offering a more sustainable option to buy and enjoy tech products was looking to refresh its identity, which felt a bit limiting in its ability to capture the brand’s evolution. To do this, Studio Herrström and Back Market’s in-house design team, led by Senior Art Director Victor Antonelli, defined the visual identity and design system, while Vucko crafted its motion language. The idea was to help Back Market do what it does best, “but with a bit more attitude,” says Erik Herrström, Founder & Creative Director of Studio Herrström. “We also helped create a graphic style that’s more direct, on point, and with clear statements that can be used in a more activistic manner.” The new visual direction helps Back Market’s brand to flex in more ways than before, lending it a broader range of expression. Led by Back Market’s in-house team, each of the members brought their unique understanding of the brand and the industry to the table, adding and riffing off of each other’s ideas.