Description:

For more than 140 years, the St Vincent de Paul Society NSW has been a force for good, supporting people experiencing hardship across Australia. Its purpose‑driven work takes many forms, but for most people that impact is felt through Vinnies NSW, the organisation’s retail arm.

Vinnies NSW relies on donations, volunteers and revenue generated in‑store to fund vital services that support the community’s most vulnerable. In a world increasingly aware of the environmental and ethical impacts of fast fashion, Vinnies NSW presents a compelling alternative. A sustainable, community‑driven choice where every donation, purchase or volunteer effort supports something bigger.

To build on this momentum and reach a new generation of socially-conscious shoppers, Vinnies NSW set out to launch a dedicated e‑commerce platform – and evolve its brand for the shifting retail landscape. The challenge ran deeper than modernisation. Only about 20% of donated clothing makes it to the shop floor, with the rest rejected due to quality. We needed to encourage Aussies to donate better, to bring their best and make a bigger difference.

At the heart of the new brand identity is a simple truth: Vinnies NSW transforms the unneeded into the needed. Fashion becomes food on the table. Furniture provides a foundation for the future. A treasure hunt at your local op shop becomes hope and opportunity for someone else. Every item and every action carries the potential to do real good, in a practical, human way.

The refreshed brand and e‑commerce platform repositioned Vinnies NSW as a destination for sustainable style, not just charity. The campaign motivated people to rethink giving, focusing on quality over quantity – and reframing second‑hand shopping as worth exploring, seeking out and cherishing.

Inspired by the layered hands of the original Vinnies NSW logo, we built a design language from layers of fabric, colour and meaning – capturing the spirit of discovery and connection. The textures reflect the nature of what Vinnies offers: support that is real, tactile and human. The approach opened access to a younger, broader audience, allowing Vinnies NSW to evolve in the digital era without losing its soul.

Through bold imagery and a distinctive colour palette, every design element speaks to a sense of discovery, depth and connection. The iconic stacked hands and signature blue remain – complemented by softer, faded tones that balance heritage with modernity. The brand experience feels seamless and dynamic across in‑store, online and across platforms, making it easy for people to connect with the brand.

Today, Vinnies NSW stands as a beacon for social, environmental and economic good. With 140 years of purpose-driven, positive impact behind them, Vinnies NSW are ready to step into a new era, where good goes even further.