Visual Identity
Description
As design lead, I developed CUDONI’s visual identity to embody circular fashion and luxury resale, crafting a logo, colour palette and brand assets that balance classic elegance with contemporary vibrancy, while expressing sustainability, quality and moments of delight.
Context
CUDONI is a luxury resale platform for pre-owned luxury goods, blending classic service with contemporary style to champion circular fashion. Through its refined branding, circular-inspired logo and vibrant yet elegant visual identity, the brand conveys sustainability, quality craftsmanship and moments of delight in shopping sustainably.
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.
Creative Process: From Insight to Final Identity
1. Understanding the Brand Vision
As design lead, I began by immersing myself in CUDONI’s world, understanding their vision to make luxury resale effortless while championing circular fashion. I looked closely at competitors like The RealReal, Vestiaire Collective and HEWI London and saw that while the luxury space was full of sleek minimalism, there was room for something warmer, more human and emotionally engaging. Audience research confirmed it, our customers valued trust, service and sustainability but didn’t want to compromise on style.
2. Shaping the Creative Direction
Working with the wider team, we explored how the brand could visually express its values. The “O” in CUDONI became our hero, a nod to circular fashion and the idea of luxury products living many lives. We paired vibrant blues for trust and optimism with rich oxblood and amber for depth and exclusivity. A blend of classic serif and clean sans serif typography struck the balance between timeless elegance and modern approachability.
3. Overcoming the Challenges
We didn’t want to fall into the traps of sustainability clichés, no obvious recycling icons or predictable green tones. Instead, circularity came through in subtle ways: patterns, shapes and logo detailing. The challenge of appealing to both affluent clients and younger aspirational buyers was solved through a careful mix of colour, type and tone. To stand out in a market full of beige and black, we made blue our signature statement.
4. Bringing It All to Life
Once the identity was finalised, we created logo lockups, a “CERTIFIED BY CUDONI” marque for packaging and third-party listings and a pattern library inspired by our circular theme. The final touch was art-directing photography and film that captured moments of joy, whimsical, real and human, showing the delight of buying and selling sustainably and celebrating the craftsmanship of each luxury piece.
