The story of the Fenel project was further than a store. In this project, our challenge was to create a business and brand in the field of fashion (bags and shoes). Our customers, with several years of experience in the business of shoes and bags, was looking to find a new opportunity and create a distinctive brand in this market. On one hand by developing studies on the extensive market and analyzing competitors, and on the other hand, customer recognition and analysis, we found the opportunity to create a business (or a formal-casual) brand for the target group of 25 to 40 years and middle class and higher, thus the brand “Fenel” designed and created. The brand identity of Fenel was defined based on modern that at the same time has tradition root, trendy, monochrome, and rebel concepts that were observed in all the visual and verbal identity elements of the logo, packaging, website, and tone of voice was found. To form a business, we first began to design and develop a business model for its functioning and predict its revenue and profitability, and then, by defining and shaping product categories based on customers’ needs and brand identity, to create a design guide. We chose the style of goods. After shaping the business and brand structure, the design and creation of the store were based on defined identity and business needs. Modern design, while having traditional roots, paying attention to the details and utilizing specific design features, visual merchandising, use of motifs in brand designing in space, and professional lighting for this store, is a special value that suits the goods and leads to the pleasurable experience of purchasing a new brand for customers.