Back Market: Screw new


Fired up by the huge quantities of e-waste produced as a result of our collective obsession with new tech – and the planned obsolescence of old devices – Back Market is challenging people to rethink their tech purchasing habits. By uniting the world’s best refurbishers in an easy-to-use marketplace, partnering with manufacturers and offering guarantees on all devices, it offers a viable alternative to ‘new’. One that’s better for the planet, society, and your wallet.

Rebels with a cause

The identity lives and breathes rebellion, embracing the so-called flaws in the product and positions using Back Market as a tiny protest against the system. A diverse set of stickers carry slogans and sayings, bringing endless variation to applications whilst giving customers and merchants a chance to participate in the identity. These stickers, matched with the bold tone of voice, help to support Back Market’s image as a liberator, freeing the world from tech obsolescence.

Relove the preloved

We wanted to reflect the natural humor, upbeat attitude, and passion of the team in the identity, but at the same time were careful to display the products in a way that show off their true quality and value – professionally refurbished to an ‘as-good-as-new’ standard. Eclectic art direction and refreshingly honest copy capture the true nature of how we use technology. Ultimately, Back Market proves that whilst e-waste and obsolescence are subjects that should be taken seriously, there’s no reason we can’t have fun while doing it.

With thanks

To Vianney, Guillaume, Thibaud, and the whole Back Market team. Agathe for her help, Shin Hye Lee, Courtney Gordon, Magdalena Wosinska, William Coutts, and Ollie Adegboye for their photography.