Wooonderland is an experimental fashion retail playground appealing to the young and the bold. It shares visual a link with sister store “Actually…” through the three prominent circles which take the place of the latter’s ellipsis.

The brandmark is deliberately big and bold, and the palette colourful and bright, reflecting the personality of the boutique as well as the merchandise it carries.

The store cards can function as fun clips in different colours that customers can use to tag their favourite pages, notes or folders. A slightly larger metallic version is used as a swing tag to highlight and add a touch of luxe to selected products in store.

The paper bags each come with a much larger version of the storecards that creates a big walking advertisement when customers leave the boutique.

Instead of the usual press release, Wooonderland sent out a frisby containing all the store information and pictures packed within a takeout pizza box – both of which are symbolic of the fast-moving and playful youth culture of today.

The store front features an oversized logo that gives the aura of a comicbook hero’s secret hideout. In keeping with the irreverent atmosphere, the male and female fitting rooms are indicated not with ideograms but cheeky questions like “WOOONDER WHAT SHE’S DOING IN THERE...”