Relaunching a homegrown brand back into the streetwear market



Year 2020—2021
  • Art Direction
  • Campaign
  • Print

Based in Singapore, WANDERWONDER is a contemporary menswear label founded in 2006. Its original flagship in Haji Lane gained a cult following, alongside other homegrown boutiques that helped shape the local urban scene. The brand name was chosen as an expression of serendipity; celebrating chance finds, exploration, and collaboration.

Since its founding, the brand has evolved into a more playful, laidback profile to reflect its influence from music, cinema, and youth culture. Practice Theory was approached to design a brand expression that pays homage to its streetwise roots.

To mark its relaunch, we created a boldly typeset manifesto that doubles as a centrepiece for the brand collaterals, offering a stark contrast to the brand’s soft, neutral palettes.

Practice Theory