thredUP Packaging Redesign

thredUP is the largest online secondhand site and a leader in the resale industry. I was hired as a Senior Writer to push the startup's brand voice into more impactful and irreverent territory. Four months later I was promoted to Editorial Manager to lead a team of three Senior Writers and the company's top-performing marketing campaigns.

The goal for this packaging redesign was to capture the emotion of opening a thredUP box. It was an invitation to play with the brand voice and test new boundaries to see what would resonate with #secondhandfirst fans (and their cats). Here are the winners.