Wunderwald – Wild products for urban connoisseurs

Wunderwald stands for high-quality, refined game products, which are marketed by external partners (organic/bio supermarkets, specialty food stores, high-end market stalls). The brand targets an urban consumer market that appreciates quality food, and takes delight in being surrounded by well-designed and beautiful products. A complete branding was required, from conceiving a strategic direction and name identification, to implementing a product design.

We conceived and designed Wunderwald as a contemporary label rather than traditional brand. We addressed an urban, predominantly female target group between 30 and 60 years of age, who prefer to spend extra on quality food. The claim "Naturally Wild" refers to the ecological forest products, while the name Wunderwald (English: Miracle Forest), together with the logo of the single-horned boar, stands out amongst the many other products and arouses our attention with a touch of humour. It’s a colourful, high-quality design, for an enjoyable, quality product.

Our work was based on the conception of a strategic position developed through research, which involved defining the right target group and analysing the specific market distribution of this quality product. Wunderwald wild products will be available in big cities – beginning with the Berlin area – at markets, and in delicatessen and organic supermarkets. In addition to general branding, we conceptualised and designed the product labels, packaging and freestanding posters.