Proud to Present: a beautiful brand for While & Wonder

Ah, lovely Rosie. If there was ever a warmer, sunnier soul then I’m yet to meet them. Rosie is all kinds of gorgeous - clever, witty and insanely talented - underlined with a modesty that makes her extra loveable.

Rosie came to us holding her business in her hands, ready to give it a major revamp. She not only wanted a rebrand, but a new name for her business too. I always think that renaming a business is such a mightily brave move, but the reasons behind this decision were very definite and so we undertook the renaming project with gusto. I’m so proud of this project - of the name, of the visuals, of the impact it’s already having for Rosie. This is her story…

With a lifelong passion for fine arts, creativity runs deep in Rosie’s veins. A curiosity and exploration of the way we relate to the world around us has been an ever-present theme within her life, and it’s precisely this marriage of creativity and curiosity that’s at the core of her business.

Launched following the birth of her first child in 2014, While & Wonder (originally Sunflower Seedlings) began as an outlet for Rosie’s creativity and a means to creating something a little different for her little one to play with. Inspired by an experience of a sensory class with her daughter, she developed a keen interest in the way in which sensory play aids cognitive development, and following extensive research, she began to create more and more toys for Maya that were both beautifully designed and aided in her learning. As Maya matured, so did Rosie’s range, with more products added to suit her development stage and support her play and learning.

Today, While & Wonder creates beautifully designed sensory toys which are aesthetically stunning and geared thoughtfully towards play – together, and independently. Through a curated collection of extraordinary sensory-based products, they help babies and children learn about the world – whilst opening up the opportunity for their parents to see the world with the wonder of a small child. It’s about creating an environment for adults and little people to play, explore and bond - and what a magical thing that is.

The While & Wonder signature style is at once playful yet refined, with an abundance of character and hand-illustrated charm that offers depth and personality. Parents love the products not only for the way they enrich their babies’ play time, but for the way they site gently alongside the interior of their home. While & Wonder products add something special to the aesthetic of their home, rather than overriding or detracting from it.

So, why While & Wonder? Aside from the fact that i LOVE the repetition of the W sound, it really encapsulates what the brand is all about: whiling away the time spent in each other’s company, immersed in a sense of wonder. For children, its about experiencing the world differently and discovering untold senses; for adults its about the magic in their child’s eyes.

Sunflower Seedling exists to help children explore the world around them through beautifully and thoughtfully designed sensory toys, encouraging parents to take a moment to play alongside their child, absorbing the utter wonder of watching their child learn.

The While & Wonder brand is creative, curious and inherently playful. Joyful, exuberant and uplifting, it’s warm, friendly and overflowing with positive energy. It’s relaxed and approachable, putting others at ease with a welcoming spirit. It’s personal, relatable and honest, with a level of character and soul which sets it apart.

With a voracious thirst for knowledge, While & Wonder is a brand dedicated to learning. The brand personality is one that constantly seeks to expand its understanding, to soak up knowledge from every corner and to share that knowledge with others in the hope that they too might find it useful.

While & Wonder is stylish, polished and well presented with exquisite attention to detail. Nothing but the best will do and you take great pride in ensuring that every last detail of every product is exactly as it should be before it makes its way to its new home.

Crafting this brand was a joy. And when we shared it with Rosie, there were buckets of tears all round. I can’t help myself - when I see people get emotional, I always follow! I’m not sure whether it would have been better or worse if we’d been in the same room, able to hug. Probably worse…

I’m chuffed to bits to see the impact it’s already having - Rosie hasn’t lost a second in getting the brand out there, and the peeks I’ve had of her new packaging makes me extremely proud. Do follow her story on Instagram.