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Wallapop
Expanding the tribe
Although many global trend reports suggested that Gen Z had little interest in driving or owning cars, the reality in Spain painted a different picture. The desire was present but motivations, barriers and behaviors had evolved, reflecting a more sophisticated consumer approach.
The challenge
To resonate with Spain’s Gen Z, Volkswagen needed to evolve from a heritage automaker into a beloved, modern brand. This meant aligning VW’s iconic DNA with Gen Z’s aspirations —seamlessly blending tradition and innovation in a way that feels authentic, relevant and captivating.
The solution
By integrating deep user insights, business strategy and design thinking, we crafted a blueprint to forge a meaningful connection between a new generation of drivers and the legacy brand.
Our services
Insights
Ethnography and User Safari uncovering 40+ user stories across four key cities in Spain
Cultural mapping
Quantitative research to provide market-scale validation of findings
Strategy
Brand platform evolution
Brand playbook
Style and tone of voice guide
The output
A practical brand playbook grounded in VW's DNA, adapted to align with the wants, needs and expectations of Gen Z. This strategic tool guides brand communications, aligns initiatives and directs engagement efforts for this consumer segment, while respecting and preserving VW's brand essence and equity.
We worked closely with Wallapop product and brand team to create a new brand platform that sets the framework to grow and scale. The new design system builds on the concept of the Wallapop product card. The rounded squares generates a grid of modules that change and adapt to each brand touchpoint. The core color is the iconic Wallapop green so we kept it as their key visual but a the new wider color palette gives more diversity and expression.
Wallapop is one of the most iconic brands on the uprising second-hand marketplace. The brand is growing super fast, reaching new markets and being boosted.
We worked closely with Wallapop product and brand team to create a new brand platform that sets the framework to grow and scale. The new design system builds on the concept of the Wallapop product card. The rounded squares generates a grid of modules that change and adapt to each brand touchpoint. The core color is the iconic Wallapop green so we kept it as their key visual but a the new wider color palette gives more diversity and expression.
Wallapop is one of the most iconic brands on the uprising second-hand marketplace. The brand is growing super fast, reaching new markets and being boosted.
“One of the biggest differences I can remember making to a brand”
Omar Lopez
Next project
Betterfly
