Faircado is a Berlin-based startup on a bold mission: to make secondhand the first choice for everyone. What began as a browser extension highlighting secondhand alternatives to retail products has evolved into a powerful app aggregating results from over 70 secondhand platforms. The next big challenge: breaking out of the sustainability niche and appealing to a broader audience. Together, we repositioned the brand, crafted a scalable identity, and enhanced the digital experience—resulting in 300,000+ users, a Top-10 app store ranking, and over €4M in funding.
Faircado’s core idea is strong: make secondhand shopping as simple and seamless as buying new. By aggregating listings from the most popular secondhand platforms across markets, Faircado helps users find better results—both faster and easier. But to grow beyond a sustainability-savvy niche and reach a wider audience, Faircado needed more than a good idea. It required a scalable design system and a professional brand presence—built strategically, without losing the startup’s bold and resourceful spirit.
Problem
Faircado’s core idea is strong: make secondhand shopping as simple and seamless as buying new. By aggregating listings from the most popular secondhand platforms across markets, Faircado helps users find better results—both faster and easier. But to grow beyond a sustainability-savvy niche and reach a wider audience, Faircado needed more than a good idea. It required a scalable design system and a professional brand presence—built strategically, without losing the startup’s bold and resourceful spirit.
We created a young, minimalistic design system designed to reach Gen Z early—before fast fashion habits fully set in. The goal was a look that feels more lifestyle than eco-niche: confident, current, and easy to connect with. In application, the system brings Faircado’s brand essence to life: secondhand shopping should feel easy and effortless. Every touchpoint is designed to be light, intuitive, and relatable. To deepen that emotional connection, we built the launch campaign around a core contrast: the real-life struggles of our audience versus the simplicity of using Faircado. This framing grounds the brand in everyday reality—with empathy, authenticity, and a wink.
Solution
We created a young, minimalistic design system designed to reach Gen Z early—before fast fashion habits fully set in. The goal was a look that feels more lifestyle than eco-niche: confident, current, and easy to connect with. In application, the system brings Faircado’s brand essence to life: secondhand shopping should feel easy and effortless. Every touchpoint is designed to be light, intuitive, and relatable. To deepen that emotional connection, we built the launch campaign around a core contrast: the real-life struggles of our audience versus the simplicity of using Faircado. This framing grounds the brand in everyday reality—with empathy, authenticity, and a wink.
Faircado’s new brand makes secondhand feel like the smarter, easier choice—not just the greener one. The app now ranks among the top 10 in app stores and counts over 300,000 users. The app now counts 300,000+ users, ranks among the Top 10 in app stores, and has attracted over €4M in investment. By shifting the narrative from niche activism to everyday lifestyle, Faircado gained relevance with new audiences, partners, and investors. A clear, consistent system now enables rapid growth—without losing the brand’s original purpose.
Impact
Faircado’s new brand makes secondhand feel like the smarter, easier choice—not just the greener one. The app now ranks among the top 10 in app stores and counts over 300,000 users. The app now counts 300,000+ users, ranks among the Top 10 in app stores, and has attracted over €4M in investment. By shifting the narrative from niche activism to everyday lifestyle, Faircado gained relevance with new audiences, partners, and investors. A clear, consistent system now enables rapid growth—without losing the brand’s original purpose.
“NEW STANDARD.S helped us translate our mission into a brand that feels intuitive, bold, and ready for scale. Their strategic and creative clarity played a key role in helping Faircado reach new audiences and grow fast.”
— Faircado
“Our focus was to make secondhand feel effortless and emotionally relatable. By shifting the story from ‘doing the right thing’ to ‘doing the right thing with ease,’ we helped Faircado move from a niche tool to an everyday companion.”
— Anna-Stephanie Gurt, Creative Strategist
