Branding & Design / Decor / Fashion / Shopping Guides

BRAND GENIUS: C.Wonder

Tory Burch co-founder opens first flagship concept store in Soho

First of all, let me say I absolutely love that I heard about the C.Wonder store from a reader that took the time to email me! Because of Cindy’s email, I took a look at the C.Wonder coming soon e-commerce site, and then the C.Wonder Facebook page, and was b.l.o.w.n…a.w.a.y. The brand is seamless, from the shop interiors, to the products they sell, to the family of graphics they put out in a variety of media.

THE STORE:

[ The logo. The custom wallpaper. The “C” mosaic tilework. OMG. ]

[ Decisions, decisions. Which side appeals to you most? ]

[ The logo again. But those stripes! ]

[ Did you notice the shape of the central niche? And the high-gloss teal accents. Oh and the gold trim. ]

[ Yes, those are indeed teapot pendant lamps….and the logo on the awning. ]

Wouldn’t you think that a store that looks like this would carry products at boutique prices? Surprisingly, C.Wonder offers a range of home goods and apparel in the $25-$200 range. And apparently, you can monogram almost anything in the store, customize the music and lighting in your dressing room, and make purchases right there from your iPhone. Very hip. Very savvy.

THE PRODUCTS:

[ Ikat, zebra and gold, oh my. ]

THE BRAND:

This is kind of brand that graphic designers drool over. Not only is the logo simple and strong, but the supporting brand elements around the logo elevate it to the next level. It’s the perfect example of how a brand should function for you: you can create various pieces (print, electronic, interiors, environment signage) that all tell the same story while remaining true to the brand and totally unique.

For those of you in/near Manhattan, you can visit the store (lucky ducks!). For the rest of us, we’ve got to wait for the C.Wonder e-commerce site to launch. Until then, you’ll most likely find me in a pile of my own drool. ;o)

Other than that minor problem…have a great weekend everyone!

Images via the C.Wonder Facebook page

Erika Brechtel

Erika's passion for guiding women to "Style Your Biz, Your Home, Your Self, Your Life" led her create 'The E List' (formerly the Small Shop blog) in 2010. Since, she's expanded globally into speaking, mentoring, course offerings, angel investing, and social entrepreneurship through the Élanoura Collective for women founders.

Reader Interactions

The Comments

    • Alessa says

      From what I have read C Wonder is Tory’s ex husband’s brand….I just love it..it does have a Burch vibe to it but he took it to the next level. Just love the vibrancy :o)

  2. Heather says

    Love the way they carried the logo throughout the store–without hitting you over the head. Plus, boy are there a lot of steal-worthy creative ideas for the home!

    Thanks for sharing.

    Heather

  5. Lily says

    Wow !! The store is SO gorgeous. It almost doesn’t look like a store. I love the high gloss teal and gold accents !

    xxLily
    goldandgray.com

  7. elizabeth says

    Hey girl – that store is super cool – love the two separate sides. This post definitely inspires me to think about my “brand” – need to hire you to do it one day when I have some moolah… have an awesome Halloween weekend!
    -e (modern24/7)

  8. designstiles says

    Ooh, Soho you say. I just may have to ‘C’heck it out in a few weeks when I’m in NYC.

    Love the stripes but I was most drawn to the minty blue. Have a great weekend!

  13. Neda says

    Erika, I actually printed out their logo just in case I need to look at a sample of the best logo I’ve seen in ages!! I cannot describe how much I love that “C”!!!!!!! So so so awesome!!! :)

  14. victoria | vmac+cheese says

    Wow wow wow. I scrolled through thinking, “Nice stuff. Probably can’t afford any of it.” But then I got to your price caveat. So YES, totally blown away! Blogger meetup in New York?!?!?!

  16. Sarah says

    The branding is soooooo good. The more I look at it and pull it apart the more I like it. I think this may call for a trip to the Big Apple, in the name of research of course.

  17. Aubrey says

    This is more than brand genius, this is brand *PERFECTION* in my book! Hot damn they are good. Seriously, I think I would like to move in to that store…and I need about a million dollars to buy multiples of everything I want! Fabulous find, my dear, I will be drooling right along side you!

  22. Naomi says

    Wow- What a cool space and I loved seeing it through your eyes. Knowing me, I’d head over to the decor side first, but I think I’d have to hit up both.

  23. Allison says

    LOVE THIS! When I first saw tweets coming in about the opening, I was stoked! Definitely adding this to my must-sees in NYC. Dream store and dream branding – I love it all! Thanks for sharing more of these photos. :)

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