First class second hand


A new story for Dreambaby Tweedehands

May 07, 2018

Colruyt Group is taking a new step on the second-hand market with NewStory. The newly-launched internet platform NewStory takes the former webshop Dreambaby Tweedehands into the next generation and guarantees customers a similar service but on a greater range.

Besides the usual investments for baby, such as car seats, NewStory will also be offering bikes and larger toys. In doing so, the platform homes in on the social trend of reusing second-hand goods.

With its new focus and wider range, the name ‘Dreambaby Tweedehands’ no longer told the whole story. That’s why KAN put their heads together with the team at Dreambaby Tweedehands to brainstorm a new name, logo and baseline for the platform. The chosen name brought emotion rather than remaining functional, worked well in Dutch and French and was also still free in the trademark register.The logo symbolizes the quality control to which second-hand goods are subjected before being allowed on the platform.

This logo then formed the basis for styling online and offline touchpoints,  and designing a corporate identity to provide the new brand with a fresh, young look and feel. Everything ends up in Kadanza, where guidelines, examples and assets are easily accessible to the NewStory team, internal and external designers. The entire project, from briefing to delivery, has been realised within a limited budget in about 14 weeks.


Give your things a new story on www.newstory.be

NewStory in the press (NL):