Image: KEV kit spread
Като Едно Време (Sofia)
a bakery brand built on nostalgia, naming, identity and voice that took a new business to over a million organic views in five and a half months.
The difference
What's the difference between a logo and a brand?
A logo is a mark. A brand is a system with a reason. The mark is maybe 10% of it, behind it sits how you speak, what colours mean, which typeface argues for you, how the identity behaves on a shopfront and in a 32-pixel browser tab, and the one idea you want to own in a customer's head. When people say "we need a logo," what their business actually needs is the system. That's what we build, and at our prices, it costs less than most agencies charge for the mark alone.
The manifesto
Why the "why"?
Because 2026 made competent design free. AI can generate a clean logo in seconds, for you and for every competitor you have, and they'll all look eerily similar. Sameness is now the disease. The one thing AI cannot generate is why YOU exist: the story only you have, the thing you refuse to do, the single idea your brand owns.
So before we design anything, we run a founder workshop, why you started, what you'd never sell, what you want to be known for, and we distil it into a manifesto page at the front of your brand kit. Every design decision that follows has to answer to that page. A brand kit without a why is a costume. With one, it's a character.
Contents
The anatomy of a Wonder Works brand kit
- 01The manifestoyour why, on page one. The story, the one idea you own, and what you won't do.
- 02Namingif you need it. The name, the reasoning, the domain check.
- 03Conceptsmultiple logo directions, each with its strategy explained. You choose with reasons, not vibes.
- 04The logo systemprimary, secondary, submark, favicon. Every mark with usage rules: where it lives, how it behaves, what it never does.
- 05Colour with psychologya named palette with hex, print values and the meaning behind every choice.
- 06Typographytypefaces chosen to argue for you, with the pairing logic written down.
- 07Photography directionwhat your brand's images look like, so every future photo fits.
- 08Voice & tonehow your brand speaks, in English and Bulgarian. Words are identity too.
Image: brand kit spreads, Darleys / Blue Marina
Straight talk
Won't AI just design my logo for free?
Yes. And it will design your competitor's identical one five minutes later. AI is trained on what already exists, so it produces the average of everything, competent, clean, and instantly forgettable. Distinctiveness is the only moat left, and it comes from choices an algorithm won't make: restraint, intentional imperfection, a real story, a colour rule you refuse to break. We use AI where it's useful. We just don't let it decide who you are.
Proof
Brands we've built (with the reasoning attached)
Image: Darleys kit spread
The Brasserie at Darleys (UK), “Fire & Water”
a relaxed-luxury rebrand of a fine-dining institution, full system from wax seals to website. Rebranded in 30 days, 101K impressions in month one.
Image: Blue Marina kit spread
Blue Marina (New York)
hand-finished luxury jewellery identity, an organic emblem built to say “not mass-produced” at every scale.
Image: SHS kit spread
Sofia Hair Summit (Sofia)
an event identity with four strategic logo concepts presented, the launch did 10× organic reach in 96 hours.
Straight answers
The things people ask us first.
How much does branding cost?
€300-€800, agreed before we start. That's the complete system, why, naming if needed, concepts, logo system, colour, typography, photography direction and voice, not just a mark. Most agencies charge more than that for the logo alone.
How long does it take?
Delivered in 10 days from the founder workshop. Rebrands of complex businesses can take a little longer, we'll tell you exactly before we start.
Do I need branding, or just a logo?
If you only ever plan to put a mark on a sign, a logo might do. If your business will ever have a website, social media, packaging, menus or staff, you need the system, because every one of those places asks a question a logo alone can't answer.
What's the difference between a rebrand and a refresh?
A refresh keeps your why and modernises the clothes: colour, type, mark. A rebrand questions everything, usually because the business changed. We'll tell you honestly which one you need, sometimes it's the cheaper one.
What do I actually receive?
The brand kit (a designed book like the ones above), every logo file in every format you'll ever be asked for, colour codes for print and screen, font files and licences, and the manifesto. Yours, forever, we only ask if we can show the work.
Can you also name my business?
Yes. Naming comes with the reasoning and a domain check, as part of the kit when you need it, like we did for Като Едно Време.
Let's find your why.