{"id":1418,"date":"2022-07-01T18:36:37","date_gmt":"2022-07-01T18:36:37","guid":{"rendered":"https:\/\/www.ronins.co.uk\/?post_type=case_study&#038;p=1418"},"modified":"2025-07-03T18:26:50","modified_gmt":"2025-07-03T18:26:50","slug":"rumage","status":"publish","type":"case_study","link":"https:\/\/www.ronins.co.uk\/case-study\/rumage\/","title":{"rendered":"Rumage Brand Identity"},"content":{"rendered":"\r\n<section id=\"banner-block_03176f10e5914c176fcb841cb22d0cc6\" class=\"banner has-text-align-left  block--has_background_image   block block--banner\">\r\n\t\t<div class=\"block__background_image\"><picture><img decoding=\"async\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/Rumage-Hero-Image-scaled.jpg\" loading=\"eager\" class=\"banner__image  rellax \" alt=\"rumage case study by ronins\" data-rellax-speed=\"-2\" data-rellax-percentage=\"1\"><\/picture><\/div>\t<style> #banner-block_03176f10e5914c176fcb841cb22d0cc6{ --block-wp-padding-top:9.85vw;--block-wp-padding-bottom:8.96vw;--block-wp-mobile-padding-top:49.33vw; }<\/style>\t<div class=\"block__content banner__content container \">\r\n\t\t<h1 class=\"block__subtitle  t-special banner__subtitle  \"><span class=\"ez-toc-section\" id=\"RUMAGE_BRAND_IDENTITY\"><\/span>RUMAGE BRAND IDENTITY<span class=\"ez-toc-section-end\"><\/span><\/h1>\r\n\t\t<h2 class=\"block__title  banner__title   \"><span class=\"ez-toc-section\" id=\"Establishing_Rumage_as_a_leading_brand_in_the_circular_economy\"><\/span>Establishing Rumage as a leading brand in the circular economy<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\t\t\t\t\t<\/div>\r\n\t<\/section>\r\n\n\n\n<section id=\"text-simple-block_8a73be6f0e8b158a2f8a892cca5b4a9b\" class=\"text-simple has-text-align-left  block block--text-simple\">\n\t\t<style> #text-simple-block_8a73be6f0e8b158a2f8a892cca5b4a9b {background-color:#101016} #text-simple-block_8a73be6f0e8b158a2f8a892cca5b4a9b{ --block-wp-padding-top:3vw;--block-wp-padding-bottom:3vw; }<\/style>\t<div class=\"block__content text-simple__content container \">\n\t\t<div class=\"row justify-content-center\">\n\t\t\t\t\t\t<div class=\"col-12 col-sm-10\">\n\t\t\t\t<h3 class=\"block__subtitle  t-special text-simple__subtitle   onview \"><span class=\"ez-toc-section\" id=\"Overview\"><\/span>Overview<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\t\t\t\t<div class=\"block__text  p-medium text-simple__text   onview \"><p>Rumage unifies the fragmented world of second-hand shopping by aggregating listings from major preloved marketplaces including Shpock, Vinted and Ebay into one seamless platform. Their innovative search solution eliminates the need for consumers to navigate numerous websites when hunting for pre-owned treasures.<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\r\n<section id=\"text-2-col-block_0463c685df0adb55ccdbd6f5c3a834b7\" class=\"text-2-col has-text-align-left  block block--text-2-col\">\r\n\t\t<style> #text-2-col-block_0463c685df0adb55ccdbd6f5c3a834b7{ --block-wp-padding-top:3vw;--block-wp-padding-bottom:24vw;--block-wp-mobile-padding-top:12vw;--block-wp-margin-bottom:-19.583vw; }<\/style>\t<div class=\"block__content text-2-col__content container \">\r\n\t\t<div class=\"row\">\r\n\t\t\t<div class=\"col-xmd-5 offset-xmd-1 text-2-col__content__left  onview \">\r\n\t\t\t\t<h2 class=\"block__title  text-2-col__title   \"><span class=\"ez-toc-section\" id=\"Elevating_ethical_purchasing_decisions\"><\/span>Elevating ethical purchasing decisions<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<h2 class=\"block__subtitle  t-special text-2-col__subtitle  \"><span class=\"ez-toc-section\" id=\"THE_BRAND_CHALLENGE_RUMAGE\"><\/span>THE BRAND CHALLENGE: RUMAGE<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<div class=\"block__text  p-regular text-2-col__text   onview \"><p>To disrupt established shopping patterns and position themselves as catalysts for sustainable consumption, Rumage required <a href=\"https:\/\/www.ronins.co.uk\/brand-identity-agency\/\">a distinctive brand identity<\/a>\u2014one that was bold, modern and confident. <\/p>\n<p>This identity needed to resonate with conscious consumers making ethical purchasing decisions while also appealing to pragmatic shoppers seeking value.<\/p>\n<p>Our challenge was to develop a brand positioning that would establish Rumage as the definitive destination for savvy, sustainability-minded shoppers in an increasingly crowded digital marketplace.<\/p>\n<\/div>\r\n\t\t\t<\/div>\r\n\t\t\t<div class=\"col-xmd-5 offset-xmd-1 text-2-col__content__right  onview \">\r\n\t\t\t\t<h2 class=\"block__subtitle  t-special text-2-col__subtitle  \"><span class=\"ez-toc-section\" id=\"CHANGE_DELIVERED\"><\/span>CHANGE DELIVERED<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\t\t\t\t\t<ul class=\"list-white\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ronins.co.uk\/logo-design-agency\/\" class=\"btn--text--underline\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tLogo Design\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ronins.co.uk\/brand-identity-agency\/\" class=\"btn--text--underline\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tBrand Identity\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ronins.co.uk\/brand-design-agency\/\" class=\"btn--text--underline\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tBrand Positioning\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tCopywriting\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ronins.co.uk\/ux-design-agency\/\" class=\"btn--text--underline\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tUX\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ronins.co.uk\/hub\/brand-bible-guidelines\/\" class=\"btn--text--underline\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tBrand Guidelines\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tTypography\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.ronins.co.uk\/digital-marketing-agency\/\" class=\"btn--text--underline\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tSocial Media\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\r\n\t\t\t\t\t\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t<\/div>\r\n<\/section>\r\n\n\n\n<section id=\"image-2-col-block_7e085dcce521947bb1f55224bd1f8deb\" class=\"image-2-col has-text-align-left  block block--image-2-col\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"image-2-col__image_wrapper col-6  onview \">\n\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-1024x683.jpg\" class=\" image-2-col__image  rellax \" alt=\"visual identity for rumage\" data-rellax-speed=\"-2\" data-rellax-percentage=\"1\" srcset=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-1024x683.jpg 1024w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-300x200.jpg 300w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-768x512.jpg 768w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left.jpg 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"image-2-col__image_wrapper col-6  onview \">\n\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-1024x683.jpg\" class=\" image-2-col__image  rellax \" alt=\"brand proposition and graphic elements for rumage\" data-rellax-speed=\"-2\" data-rellax-percentage=\"1\" srcset=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-1024x683.jpg 1024w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-300x200.jpg 300w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-768x512.jpg 768w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right.jpg 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t<\/div>\n<\/section>\n\n\n\n<section id=\"text-simple-block_50d17315348aa42ee6da6b671248fbfb\" class=\"text-simple has-text-align-left  block block--text-simple\">\n\t\t<style> #text-simple-block_50d17315348aa42ee6da6b671248fbfb {background-color:#101016} #text-simple-block_50d17315348aa42ee6da6b671248fbfb{ --block-wp-padding-top:3vw;--block-wp-padding-bottom:3vw; }<\/style>\t<div class=\"block__content text-simple__content container \">\n\t\t<div class=\"row \">\n\t\t\t\t\t\t\t<div class=\"col-12 col-sm-5\">\n\t\t\t\t\t<h2 class=\"block__title  text-simple__title    onview \"><span class=\"ez-toc-section\" id=\"Our_Process\"><\/span>Our Process<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"col-12 col-sm-7\">\n\t\t\t\t<h3 class=\"block__subtitle  t-special text-simple__subtitle   onview \"><span class=\"ez-toc-section\" id=\"OUR_PROCESS\"><\/span>OUR PROCESS<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\t\t\t\t<div class=\"block__text  p-regular text-simple__text   onview \"><p>We conducted comprehensive research to inform our strategic approach to Rumage&#8217;s brand identity:<\/p>\n<p>We analysed the visual and verbal identities of established second-hand marketplaces including Depop, Shpock, Vestaire Collective, Rebelle, and Vinted to understand how they connect with their audiences. <\/p>\n<p>We extended this analysis to Rumage&#8217;s direct competitors such as Faircado, Beagle Button, Nuw, and Loma\u2014carefully assessing their strengths and weaknesses.<\/p>\n<p>Our research also examined successful challenger brands from other sectors, including Farewill, Bulb, and Purple Bricks, extracting valuable insights on how to disrupt established markets. <\/p>\n<p>Additionally, we studied well-established and trusted marketplaces like eBay, Airbnb, and Rightmove to understand their approach to brand identity.<\/p>\n<p>Through this research, we identified common strengths across successful platforms:<\/p>\n<li>Open, spacious design aesthetic\n<li>Bold use of colour to create distinction and recognition\n<li>Approachable, conversational language that avoids corporate jargon<\/li>\n<li>Short, simple sentences. Everything clear as day<\/li>\n<li>Confident, clear typography<\/li>\n<p><\/br><br \/>\nBased on these insights, we developed three distinct visual expressions, each embracing different colors, typography, and graphic elements. Following stakeholder presentations and collaborative workshops, we refined the selected route\u2014solidifying the building blocks of the visual identity, from color palette to fonts and photography style.<\/p>\n<p>This was then documented in comprehensive brand guidelines with detailed specifications and application examples, empowering Rumage&#8217;s marketing team to create new brand assets seamlessly.<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n<section id=\"image-2-col-block_5332cb8888d3d48db79e499fe38f431a\" class=\"image-2-col has-text-align-left  block block--image-2-col\">\n\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"image-2-col__image_wrapper col-6  onview \">\n\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-2-1024x683.jpg\" class=\" image-2-col__image  rellax \" alt=\"rumage visual identity concept\" data-rellax-speed=\"-2\" data-rellax-percentage=\"1\" srcset=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-2-1024x683.jpg 1024w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-2-300x200.jpg 300w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-2-768x512.jpg 768w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-left-2.jpg 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"image-2-col__image_wrapper col-6  onview \">\n\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-2-1024x683.jpg\" class=\" image-2-col__image  rellax \" alt=\"rumage alternative visual identity concept\" data-rellax-speed=\"-2\" data-rellax-percentage=\"1\" srcset=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-2-1024x683.jpg 1024w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-2-300x200.jpg 300w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-2-768x512.jpg 768w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-image-right-2.jpg 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t<\/div>\n<\/section>\n\n\n\n<section id=\"image-block_730a15b17b28d4c2b76aac3cc2a81f65\" class=\"image  block block--image\">\n\t\t\t<div class=\"block__content image__content container \">\n\t\t<div class=\"row\">\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<img decoding=\"async\" width=\"1217\" height=\"803\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-2.png\" class=\" image__image  onview \" alt=\"rumage branding ronins\" srcset=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-2.png 1217w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-2-300x198.png 300w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-2-1024x676.png 1024w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-2-768x507.png 768w\" sizes=\"(max-width: 1217px) 100vw, 1217px\" \/>\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n<section id=\"icons-block_12a93dbcb0bdb993323ad69d95dcb478\" class=\"icons  block block--icons\">\n\t\t<style> #icons-block_12a93dbcb0bdb993323ad69d95dcb478{ --block-wp-mobile-padding-top:4vw;--block-wp-mobile-padding-bottom:1.07vw; }<\/style>\t<style>#icons-block_12a93dbcb0bdb993323ad69d95dcb478 .icons__content { grid-template-columns:repeat(1, 1fr); }#icons-block_12a93dbcb0bdb993323ad69d95dcb478 .icons__image { max-width:140px; }@media screen and (max-width: 768px) { #icons-block_12a93dbcb0bdb993323ad69d95dcb478 .icons__image { max-width:108px; } )<\/style>\t\t\t<div class=\"block__content icons__content container \">\n\t\t\t<img decoding=\"async\" width=\"276\" height=\"214\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-illustration-1.png\" class=\" icons__image  onview \" alt=\"rumage bike icon\" \/>\t\t<\/div>\n<\/section>\n\n\n\n<section id=\"icons-block_a0c6a87d19ce70e114e8ebe89e6b756b\" class=\"icons  block_disable_padding--top  block block--icons\">\n\t\t<style> #icons-block_a0c6a87d19ce70e114e8ebe89e6b756b{ --block-wp-padding-top:1.39vw;--block-wp-padding-bottom:5.28vw;--block-wp-mobile-padding-bottom:8.53vw; }<\/style>\t<style>#icons-block_a0c6a87d19ce70e114e8ebe89e6b756b .icons__content { grid-template-columns:repeat(4, 1fr); }#icons-block_a0c6a87d19ce70e114e8ebe89e6b756b .icons__image { max-width:160px; }@media screen and (max-width: 768px) { #icons-block_a0c6a87d19ce70e114e8ebe89e6b756b .icons__image { max-width:82px; } )<\/style>\t\t\t<div class=\"block__content icons__content container multiple\">\n\t\t\t<img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-icon-1.svg\" class=\" icons__image  onview \" alt=\"rumage recycling icon\" \/><img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-icon-2.svg\" class=\" icons__image  onview \" alt=\"rumage r roundel\" \/><img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-icon-3.svg\" class=\" icons__image  onview \" alt=\"rumage sustainability icon\" \/><img decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-icon-4.svg\" class=\" icons__image  onview \" alt=\"rumage globe icon\" \/>\t\t<\/div>\n<\/section>\n\n\n\n<section id=\"text-simple-block_fe40f34b00e628f3b4e93fd94c407ddf\" class=\"text-simple has-text-align-left  block block--text-simple\">\n\t\t<style> #text-simple-block_fe40f34b00e628f3b4e93fd94c407ddf{ --block-wp-padding-top:1.11vw; }<\/style>\t<div class=\"block__content text-simple__content container \">\n\t\t<div class=\"row \">\n\t\t\t\t\t\t\t<div class=\"col-12 col-sm-5\">\n\t\t\t\t\t<h2 class=\"block__title  text-simple__title    onview \"><span class=\"ez-toc-section\" id=\"Rumage_Branding\"><\/span>Rumage Branding<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"col-12 col-sm-7\">\n\t\t\t\t<h3 class=\"block__subtitle  t-special text-simple__subtitle   onview \"><span class=\"ez-toc-section\" id=\"A_distinctive_visual_identity\"><\/span>A distinctive visual identity<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\t\t\t\t<div class=\"block__text  p-regular text-simple__text   onview \"><p>Our competitive analysis revealed a marketplace dominated by brands using vibrant colour schemes to establish strong visual recognition. This presented a significant challenge: how could we create something truly distinctive for Rumage as a challenger brand?<\/p>\n<p>The competitive landscape was crowded with established players who had already forged powerful emotional connections through bold colour palettes and design elements. Rather than competing on the same terms, we identified subtle opportunities for differentiation.<\/p>\n<p><strong>We developed a visual identity that stands out through:<\/strong><\/p>\n<p><strong>Custom typography<\/strong> with distinctive character<\/p>\n<p><strong>Innovative graphic elements<\/strong> that evoke the treasure-hunting experience<\/p>\n<p><strong>A sophisticated colour palette<\/strong> that communicates sustainability while differentiating from competitors&#8217; more saturated approaches<\/p>\n<p><strong>Clean, minimal design<\/strong> that reflects the simplified shopping experience Rumage offers<\/p>\n<p>This strategic approach created a visual identity that not only distinguishes Rumage in a crowded marketplace but also forms an authentic connection with environmentally and budget-conscious shoppers.<\/p>\n<\/div>\r\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n<section id=\"image-block_bd5fdae3b0458fe331bc9d2ad8973640\" class=\"image  block block--image\">\n\t\t<style> #image-block_bd5fdae3b0458fe331bc9d2ad8973640 {background-color:#101016} #image-block_bd5fdae3b0458fe331bc9d2ad8973640{ --block-wp-padding-bottom:3vw; }<\/style>\t<div class=\"block__content image__content container \">\n\t\t<div class=\"row\">\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<img decoding=\"async\" width=\"1800\" height=\"1000\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-4-1-1800x1000.jpg\" class=\" image__image  onview \" alt=\"rumage social posts\" \/>\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n<section id=\"text-simple-block_84b18f59e97e6dd4bf1f5423b59291e9\" class=\"text-simple has-text-align-left  block block--text-simple\">\n\t\t<style> #text-simple-block_84b18f59e97e6dd4bf1f5423b59291e9{ --block-wp-padding-top:1.11vw; }<\/style>\t<div class=\"block__content text-simple__content container \">\n\t\t<div class=\"row \">\n\t\t\t\t\t\t\t<div class=\"col-12 col-sm-5\">\n\t\t\t\t\t<h2 class=\"block__title  text-simple__title    onview \"><span class=\"ez-toc-section\" id=\"Rumage_Tone_of_Voice\"><\/span>Rumage Tone of Voice<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"col-12 col-sm-7\">\n\t\t\t\t<h3 class=\"block__subtitle  t-special text-simple__subtitle   onview \"><span class=\"ez-toc-section\" id=\"Crafting_a_compelling_voice\"><\/span>Crafting a compelling voice<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\t\t\t\t<div class=\"block__text  p-regular text-simple__text   onview \"><p>Developing Rumage&#8217;s verbal identity required balancing two key consumer motivations: economic savings and environmental responsibility. We created a tone of voice that authentically speaks to both priorities without compromising either.<\/p>\n<p><strong>The messaging strategy:<\/strong><\/p>\n<li>Employs conversational language that feels accessible yet informed<\/li>\n<li>Balances playfulness with purpose\u2014making sustainability appealing rather than preachy<\/li>\n<li>Uses clever wordplay that celebrates the thrill of discovering second-hand gems<\/li>\n<p><\/br><br \/>\nThe strapline &#8220;Why buy new?&#8221; serves as the perfect encapsulation of the brand&#8217;s mission\u2014simultaneously challenging consumption norms while highlighting the practical benefits of choosing pre-owned. This simple yet powerful question invites consumers to reconsider their purchasing habits and positions Rumage as both a practical solution and an agent of positive change.<\/p>\n<\/div>\r\n\t\t\t\t\t<a href=\"https:\/\/rumage.com\/\" target=\"_self\" class=\"btn btn--primary btn--primary--white  onview \" rel=\"noopener\">\r\n  \t\tVisit Rumage<div class=\"btn__arrow_wrapper\"><div class=\"btn__arrow_wrapper_clip\"><svg class=\"svg_arrow\" width=\"24\" height=\"17\"><use xlink:href=\"#svg_arrow\"\/><\/svg><svg class=\"svg_arrow\" width=\"24\" height=\"17\"><use xlink:href=\"#svg_arrow\"\/><\/svg><\/div><\/div>\t<\/a>\r\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n<section id=\"image-block_1b96cccb0d0acc2175a20131e6cfe85b\" class=\"image  block--has_background_image   block block--image\">\n\t<div class=\"block__background_image\"><img decoding=\"async\" width=\"2560\" height=\"1440\" src=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-3-scaled.jpg\" class=\" image__image  rellax \" alt=\"rumage branding by ronins\" data-rellax-speed=\"-2\" data-rellax-percentage=\"1\" srcset=\"https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-3-scaled.jpg 2560w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-3-300x169.jpg 300w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-3-1024x576.jpg 1024w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-3-768x432.jpg 768w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-3-1536x864.jpg 1536w, https:\/\/www.ronins.co.uk\/wp-content\/uploads\/2022\/07\/rumage-case-study-3-2048x1152.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/div>\t<style> #image-block_1b96cccb0d0acc2175a20131e6cfe85b{ --block-wp-padding-top:23vw;--block-wp-padding-bottom:23vw;--block-wp-mobile-padding-top:18.93vw;--block-wp-mobile-padding-bottom:18.93vw; }<\/style>\t<div class=\"block__content image__content container \">\n\t\t<div class=\"row\">\n\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n<section id=\"text-simple-block_b975f90582e286fe4806d0aeb14c60ac\" class=\"text-simple has-text-align-left  block block--text-simple\">\n\t\t<style> #text-simple-block_b975f90582e286fe4806d0aeb14c60ac {background-color:#101016} #text-simple-block_b975f90582e286fe4806d0aeb14c60ac{ --block-wp-padding-top:1.11vw; }<\/style>\t<div class=\"block__content text-simple__content container \">\n\t\t<div class=\"row \">\n\t\t\t\t\t\t\t<div class=\"col-12 col-sm-5\">\n\t\t\t\t\t<h2 class=\"block__title  text-simple__title    onview \"><span class=\"ez-toc-section\" id=\"Digital_Implementation\"><\/span>Digital Implementation<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"col-12 col-sm-7\">\n\t\t\t\t<h3 class=\"block__subtitle  t-special text-simple__subtitle   onview \"><span class=\"ez-toc-section\" id=\"The_foundations_for_future_growth\"><\/span>The foundations for future growth<span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\t\t\t\t<div class=\"block__text  p-regular text-simple__text   onview \"><p>The brand identity was strategically designed with digital-first applications in mind, ensuring consistent expression across all touchpoints:<\/p>\n<li>A responsive design system that maintains brand integrity across desktop, mobile and app interfaces<\/li>\n<li>Custom icon set and illustrations that enhance the user experience while reinforcing brand personality<\/li>\n<li>Animation principles that bring the brand to life in digital environments<\/li>\n<li>Social media templates designed for maximum engagement and shareability<\/li>\n<li>Email marketing framework that maintains visual cohesion while allowing for personalised content<\/li>\n<p><\/br><br \/>\nLooking ahead, the brand identity includes built-in flexibility to support Rumage&#8217;s ambitious growth trajectory. The modular design system can easily accommodate new product categories, geographic expansions and potential sub-brands without diluting core brand equity.<\/p>\n<p>As Rumage continues to evolve from challenger to category leader, the brand architecture is structured to support potential extensions into adjacent services such as sustainable fashion education, repair workshops and authentication services \u2013 all while maintaining the distinctive voice and visual identity that defines the Rumage experience.<\/p>\n<\/div>\r\n\t\t\t\t\t<a href=\"https:\/\/rumage.com\/\" target=\"_self\" class=\"btn btn--primary btn--primary--white  onview \" rel=\"noopener\">\r\n  \t\tVisit Rumage<div class=\"btn__arrow_wrapper\"><div class=\"btn__arrow_wrapper_clip\"><svg class=\"svg_arrow\" width=\"24\" height=\"17\"><use xlink:href=\"#svg_arrow\"\/><\/svg><svg class=\"svg_arrow\" width=\"24\" height=\"17\"><use xlink:href=\"#svg_arrow\"\/><\/svg><\/div><\/div>\t<\/a>\r\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n\n<div class=\"wp-block-paragraph container-post container\">\n<p class=\"wp-block-paragraph\"><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Rumage needed a bold and confident brand identity that reflected their vision of a cultural shift towards buying second-hand. Their digital platform saves buyers the hassle of trawling through many different websites to find their perfect pre-owned pick.<\/p>\n","protected":false},"featured_media":5762,"template":"","case-study-category":[44],"case-study-tag":[51,134,48],"class_list":["post-1418","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","case-study-category-brand"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.ronins.co.uk\/wp-json\/wp\/v2\/case_study\/1418","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ronins.co.uk\/wp-json\/wp\/v2\/case_study"}],"about":[{"href":"https:\/\/www.ronins.co.uk\/wp-json\/wp\/v2\/types\/case_study"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ronins.co.uk\/wp-json\/wp\/v2\/media\/5762"}],"wp:attachment":[{"href":"https:\/\/www.ronins.co.uk\/wp-json\/wp\/v2\/media?parent=1418"}],"wp:term":[{"taxonomy":"case-study-category","embeddable":true,"href":"https:\/\/www.ronins.co.uk\/wp-json\/wp\/v2\/case-study-category?post=1418"},{"taxonomy":"case-study-tag","embeddable":true,"href":"https:\/\/www.ronins.co.uk\/wp-json\/wp\/v2\/case-study-tag?post=1418"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}