The keyword that describes the lifestyle of Inni Store's consumer is : Wonderlust (a term that describes a strong desire to walk, to go anywhere in a journey that could lead to the unknown, something new, travel) This concept was used to develop the corporate identity. The object is an inspiring travel diary, which brings together several object memories of places. Notes, tickets,, stamps, labels. To bring this language for the brand, as elements of the agenda notebook, tape, hand sketches and photos are used in corporate identity. The brand was created from the stamp in the passport, an element always present when we travel. The cat was chosen to symbolize the icon that independence and freedom.