CLIENT
WONDERLY is a Ukrainian brand of high-quality clothing for children aged 0 to 3 years. It understands parents’ desire to see their child succeed and actively supports their development from an early age.
When a mom covers her baby with a starry blanket, the little one imagines themselves as the captain of a spaceship, pressing buttons on the shuttle, exploring space. When dressed in a striped onesie like a zebra, the child is suddenly jumping across the savannah, talking to animals in the prairie. Put on a shirt, and now the child is the head of a toy corporation.
Wonderly — this is..
POSITIONING
Wonderly speaks the language of children about the grown-up world, and vice versa. It reveals the child’s personality, enhancing it with developmental elements in the packaging.
Strategic Decisions:
- Gamification and brand interactions.
- Unique unboxing experience.
- Customization of packaging for the child’s future.
BRAND MISSION
To express and nurture the individualityof the child.
We help parents dream with their children. A pinch of magic turns dull routines into beautiful and colorful moments. Through the child’s voice, we tell the warmest, sweetest, and most interesting stories about the relationships between kids and parents in strong and loving families. Our clothing is made for discoveries.
DESIGN SYSTEM
MAIN LOGO
The brand’s logo is a combined type, meaning it consists of both a text element and an emblem. The text part is created using the TT Tsars font and is modified to meet the logo’s needs. The emblem features a magical bird resembling a stork. This bird is associated with the arrival of a child into a family and their first years of life.
The stars on the bird’s tail convey the atmosphere of magic and the mystery of the moment of a new life and personality being born.
The logo has a primary vertical configuration and an additional horizontal one. It can also be scaled for icons, printed, and digital media.
STAR
An additional brand element, used in the logo and incorporated into the letter “O” as a typographic feature.
The four-pointed star symbolizes a celestial body, the guiding star that determines the direction in life and steers one’s actions. The first years of life are unique and magical for both the child and the family, and this is what the star represents.
STYLE-CREATING ELEMENTS
Style-creating elements are designed to ensure brand recognition even in the absence of the logo. They are part of the composition and serve as fundamental elements across both physical and digital media.
CHILDREN’S CONSTELLATIONS
The starry sky represents dreams and the future. Hidden within it are magical creatures that play with the little ones and communicate with parents. They reflect certain qualities and purposes of the clothing.
Each creature is placed against the backdrop of its namesake constellation, which we can see in the sky.
IDENTITY
