Wonder Store is a retail shop that specializes in stylish daily stationery and books. The brand's message is about providing good-quality & playfully unique stationery goods that can bring joy & wonder to the customers' heart. Upon receiving the brief, we wanted to develop the storyline from the word “wonder”, which means a feeling of surprise and admiration due to something beautiful and unexpected. It could also mean to be curious about something. To symbolize this “feeling of surprise" or "in awe”, we created a simple and one-of-a-kind logotype by playfully customizing the “O” letter to resemble a person with a surprised expression. From then on, we consistently apply the circular “O” symbol across its design collaterals. With thoughtful consideration, we deliberately chose bold pop colors to express the brand's fun, joyful and dynamic personality. And to support its overall identity, pattern key-graphics were developed to which we called “Wonderful Patterns”. These patterns were inspired from the patterns and scribbles found on common stationeries, which could be a place or medium where everyone could freely express & create their own wonders.
