Wallapop

A brand refresh with a new design system to scale the iconic second-hand marketplace brand.

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 by the new conscious consumption movement. But after years of growth and success, the brand system was not scaling across applications and the expression was inconsistent. So, our main goal was to refresh the brand and establish a powerful design system and tone of voice that could scale and better engage the millions of daily user of Wallapop.

The Wallapop logo and symbol are super iconic and have an amazing awareness. That’s why we work on a technical redesign that increases legibility and a more harmonic composition.

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.

Cartel con el anuncio de Wallapop, con una maleta y el claim a su lado haciendo referencia a la identidad de la marca.

Una moto, un coche y una persona con unas gafas. Los tres bajo un claim haciendo referencia a Wallapop y lo que puedes encontrar en la app.

Zapatillas deportivas bajo un claim de la marca.

Sinónimos representativos del tono de la marca.

Anuncio en smartphone con una frase y gafas que hacen referencia a Wallapop.

Hombre mirando a la cámara con gafas y ropa representando al tono de Wallapop.

The project has moved beyond a set of brand visual assets and guidelines. We help Wallapop establish a clear textual tone of voice, fun, friendly and super direct. Positive vibes and inspiration to the Wallapop community.