WonderCru – Brand Creation

Defining a family-focused lifestyle brand to attract a wonder-seeking community


Wonder Cru is a lifestyle brand that designs and sells comfortable clothing, quality homeware and stylish accessories for busy families. Wonder Cru encourages kids and empowers families on their wild and wonderful journey. Brand New Creative was tasked with creating branding for the new brand.

The Challenge

Having worked on Wonder Cru’s sister brand, Stork & Co, we knew the building blocks this new endeavour would require: they’d need to appeal to a discerning audience with impeccable taste. The challenge was to leverage the founders’ business acumen and existing market experience, as well as fresh, flexible visuals, to attract customers to Wonder Cru.


Our process is designed to allow for the contribution and collaboration of multiple strong personalities. In the case of Wonder Cru, we were able to work with the founders to truly understand what drives each of them and bring them together into a meaningful brand viewpoint. 

Gaining a clear understanding of the tribe Sophie and Tara sought to target was the critical first step and informed the remainder of the branding process. Once this foundation was laid and we had helped meld their personalities into a single, cohesive Wonder Cru perspective, we began to design the visual branding using our stylescape process. 

After incorporating thoughtful feedback from each stakeholder, we agreed on the final stylescape and began building a playful, independent, and spirited brand that would inspire parents with the signature Wonder Cru passion.

“Collaborating with the BrandNew Creative team on our new brand was a joy. The workshops provided invaluable clarity for our business, and witnessing our vision come to life through the creative process was truly gratifying. The entire experience was incredibly valuable, and we couldn’t be more thrilled with the results.”

Sophie & Tara