Vinnies NSW launches refreshed brand strategy and visual identity via Houston Group

Vinnies NSW has launched a refreshed brand strategy and visual identity for its retail network, created by strategic brand and design agency Houston Group.

The update aims to modernise the brand, connecting with younger audiences while retaining its loyal customer base, and emphasising the positive community impact of Vinnies Shops.

The rebrand centers on the idea of transforming unneeded goods into vital support for vulnerable communities. A vibrant new visual identity incorporates textures inspired by the St Vincent de Paul Society logo, symbolising connection and community, while retaining Vinnies’ iconic blue and adding fresh secondary colors.

Designed to better engage audiences on social media and e-commerce platforms, the refreshed branding reflects Vinnies’ commitment to sustainability and social good. It highlights how shopping, donating, and volunteering at Vinnies directly funds the Society’s essential social services.

The new identity will be rolled out across Vinnies’ 230 NSW shops, digital platforms, and campaign materials, marking an exciting new chapter for the not-for-profit as it continues to support communities in need.

Client: St Vincent De Paul Society NSW
Philip Coyte Executive Director – Commercial Enterprise, Retail and Fundraising
Satya Tanwer Executive Director – Strategy and Engagement
Thomas Morgan- Director, Communications and Marketing
Rachel Lawton-Marketing Manager
Claire Hutchison-Designer
Samuel Sida-Product Leader
Kate Pascoe-Communications Manager
Megan Pope-Brand Creative Services Manager

Agency: Houston Group
Stuart O’Brien – CEO & Founder
Alex Toohey – Executive Creative Director
Gretel Maltabarow – Managing Director
Gabriella Bore – Account Director
Guy Mitsopoulous – Director of Strategy
Isabelle Robinson – Senior Designer
Ting He – Senior Designer