Why WONDR is doing away with both its familiar waves and bars

The Belgian personal care brand WONDR is expanding with a new product line and, at the same time, adopting a new visual identity. The undulating graphic elements are giving way to a cleaner branding style, which should work better across a broader product range. That’s because, for the first time, the range is also expanding to include liquid products.

A difficult farewell

The new style introduces, among other things, a large vertical brand name, recognizable product silhouettes, and a more uniform color palette. The characteristic shape of the solid WONDR bar also takes a prominent place on the packaging. Co-founder Tibbe Verschaffel describes the change as strikingly significant. He says he held on to the distinctive “waves” for a long time because they ensured brand recognition on the shelf.

“For me, branding isn’t just about ‘what looks the best?’ It’s mainly about: what will someone recognize in two seconds on a crowded shelf?” he writes on LinkedIn. According to Verschaffel, the rebranding therefore doesn’t mean saying goodbye: “A rebranding shouldn’t mean throwing away your recognizability. You just have to recode it.”

From solid to liquid?

This isn’t the only major change, as WONDR is simultaneously expanding its product line beyond the solid care bars for which the brand became known. The new WONDR Liquids include ready-to-use shampoo, conditioner, and body wash. The products come in slim aluminum cans, which serve as refills for a reusable bottle. With this expansion, WONDR aims to reach customers who don’t want to switch entirely to solid “bars” or soap bars.

Both launches are also linked, as the new branding is designed to visually unify the two product types under a single brand architecture. Consequently, the new brand identity is debuting with the Liquids line and will now be rolled out to other packaging.

By the way, have you seen the promotional video for WONDR Liquids yet? If so, you’ll undoubtedly understand why parent company Planet B is a must-see at Retail Marketing Day on 24 September in Brussels. Chief Digital Officer Ruben Renaer will be speaking there, along with Els Lagrou (Albert Heijn), Fay Van Weddingen (AVA), and others.