Representing Circular Fashion

CUDONI was founded with one purpose in mind – to provide the simplest and most rewarding service in selling pre-owned luxury goods - including (but not limited to) clothes, handbags, jewellery, accessories, shoes, technology and homeware.

They strive to ensure time remains a luxury for people with a busy lifestyle, who want to de-clutter their wardrobes. Their results speak for themselves. leading them to become a trusted partner across the world.

In turn, this supports the environmental focus in enabling sustainability and recycling as these items are high quality and were made to last a lifetime – they enable them to change hands multiple times and celebrate quality workmanship.

A Logo that embodies a 360 approach

The CUDONI logo reflects an equal sense of classic service and contemporary style. The letter ‘O’ in the CUDONI logo being a visual mascot, representing circular fashion, a 360 scope and the recyclable and reusable lifespan of a luxury product.

The CERTIFIED BY CUDONI logomarque is used as a brand sign-off on printed materials such as customer receipts, swing tickets and packaging stickers. It is also used to assure and encourage customers to shop with CUDONI, especially on 3rd-party market places. The round design is focused around circular fashion while focusing on the letters ‘C’ & ‘O’.

A colour palette reflecting trusted concierge

The Cudoni colour palette offers a balance of tones; with lightness brought through the blues (reminiscent of water and bright skies), and richer earthy tones in the ox blood and amber colours.

The blue tones introduce a vibrancy and upbeat mood of where the brand is heading, while maintaining a sense of connection to its origins. Secondary colours should be used sparingly and as accents when in combination with the blues. Solid and/or singular use of the oxblood and amber colours should be reserved for VIP, concierge, or industry facing collateral.

Graphical references to circular economies

The brand patterns were informed by the ‘O’ from the logo. With understated references to the circular economy in the fashion industry, the patterns inspire and remind us of the regenerative system Cudoni are championing where garments are circulated for as long as their maximum value is retained.

Expressing the brands values of innovation and community

CUDONI’s art direction for still and moving image expresses the brand values of innovation, simplicity, community and delight, with inspiring, joyous and incedental moments that represent the delight in shopping sustainability with CUDONI. It is important to create and inspire vibrancy through set design, product selection, composition and a diverse cast.

Bringing ‘moments of delight’ to life through video to capture whimsical, incidental moments of interaction, joy and playfulness – expressing the feel-good factor of the CUDONI brand, while capturing up-close clothing and product details to amplify the quality of the luxury brands available.