TOGA Group has tapped strategic brand and creative agency Houston Group to deliver a brand identity for the newly launched Wunderlich Lane, a lifestyle precinct located at the intersection of Redfern and Surry Hills.

Wunderlich Lane features a diverse mix of amenities including restaurants, bars, beauty and wellness centres, boutique retail, a boutique luxury hotel - The EVE Hotel Sydney, event spaces, a fresh food village-style market, creative office space, and luxurious residences.

Houston Group was tasked with defining a unique place position and identity for Wunderlich Lane to support retail and commercial leasing priorities. The concept of 'Be enticed' was used to shape the precinct's messaging and visual identity. The design system for Wunderlich Lane was inspired by the original Zinc letterpress of the former Wunderlich brother’s factory.

"Wunderlich Lane is my new local, so it was an incredible honour to work with the entire TOGA Group team on defining the place narrative and brand strategy to breathe new life into an already iconic precinct. Through looking to the past and the original intent of this site, we were able to unlock a truth that inspired the entire place identity and messaging. Reinstating the “lane” was a critical part of the story – to inspire that sense of gathering, community and connection. We’re thrilled to see the precinct now open and teeming with life," said CEO and Founder of Houston Group, Stuart O’Brien.

The precinct, which opened to the public in July 2024, has anchor tenants including Coles, Vintage Cellars and Harris Farm Markets.

Executive General Manager Investment at TOGA Group, Jacob Rolls, said: "We are thrilled to be finally introducing Wunderlich Lane (the brand and the precinct) to the world. It’s hoped that Wunderlich Lane further adds to the already vibrant Redfern and Surry Hills local communities and entices more visitors to explore this eclectic and much-loved pocket of inner Sydney."