Wunderkammer, is a store that hosts a collection of strange, rare objects that are constantly changing as they are sold. In creating an identity for the store, the true challenge was in building one that teases curiosity and entices the customer to explore the collection and look deeper into it.

The identity is presented as a 'part of a whole' (a bigger collection), where each object is unique and random but tied to the rest of the collection through a common identity. Instead of a static identity, to mirror the constantly changing objects in store, this system creates an infinite directory of the ever changing objects. The typography used for the identity system is bold, yet quirky in a subtle manner, and does not overpower the imagery of the objects.