Rewrapped | My Site 2

Rewrapped.

01 What if second-hand was first choice?

Aim: To reposition second-hand gifting as a desirable, thoughtful alternative to buying new.

Insight: While resale is growing, it is marketed primarily with sustainability, and a stigma remains around gifting meaning newness. As people move away from blind consumerism and seek deeper connections with their possessions, recognising an ethical gap between themselves and the brands from which they’re buying, there is an opportunity to reframe perceptions of second-hand gifting.

02 Building the concept.

Concept: Shaped by expert insights and on-the-ground consumer responses, Rewrapped extends Vinted from another digital resale platform into a hub for purchasing. It draws from Koptoff’s The Biography of Things (1986), celebrating pre-owned items, reframing them as meaningful gifts with a rich history. The art direction draw on British summertime nostalgia, using warm colour palettes and handwritten-style typography to create a sense of familiarity. Photography is candid, capturing authentic moments of exchange and interaction over product-focused imagery.

03 The
Outcomes.

In order to create a well-rounded campaign and a cultural shift, touchpoints consisted of both digital and physical elements, with long-term installations to ensure longevity. The campaign was grounded by a pop-up event in Nottingham city centre, alongside informational flyers doubling as wrapping paper, sustainable packaging for top sellers, donation/collection points and in-app gifting edits. All outcomes were produced without the use of generative AI to keep Vinted's sustainability mission at the core and ensure brand alignment.

04 The
Result.

Rewrapped is successfully designed to shift behaviour, positioning second-hand gifting as aspirational and thoughtful.

Building my self-devised project was an intense yet rewarding process from start to finish. It enabled me to combine a topic I’m passionate about with the skillset I’ve built over my three years on FCP, resulting in a report that becomes an extension of my creative identity. Feedback recognised the report as professional and confident, noting the strength of visuals with obvious consideration and intention.