Ep 12: Creative Bakes & A Safe Space: The Story of Wunderkeks

What do dinosaurs in tutus have to do with cookies? According to Wunderkeks, a lot. 

“The purpose of our product is to bring joy and to make people feel like kids again,” Schrei says. “This is implicitly baked into the DNA of the brand–no pun intended.”

INC. Magazine, 2022

Wunderkeks is an Austin-based baked goods company specializing in cookies and brownies. Led by Guatemalan owners Luis Gramajo and Hans Schrei, Wunderkeks has evolved from a business that served “everything to everyone” to finding their niche, voice, and brand.

Hans and Luis open up about their journey from Guatemala to the United States, the realities of being gay men in today’s world, the transformation of their company over the last decade, and how they found their brand ethos and brought their creative branding “out of the closet”. 

We get into the importance of being authentic in your business, why the fight for queer representation in business and culture remains imperative, and how digital media and social media transformed their company in 2020, including a well-timed retweet from actress Busy Phillips that shot their business into eCommerce. They have been featured on the Today Show, Business Insider, Inc. Magazine, and even in the bags at this year’s Oscars.

If you’re interested in entrepreneurship, e-commerce success, LGBTQ+ allyship, and building a brand rooted in purpose… this is the episode for you. 

To connect with Wunderkeks, click here.

To purchase the best cookies of your life, click here. 

To connect with Hillary, click here. 

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Produced by You Lucky Dog Productions.