Li’l Tiny

Li’l Tiny is a wholesale brand that offers a curated range of children’s and infants’ wear, along with essential accessories for newborns and toddlers. With a growing presence in the mother and baby retail space, the brand required a visual identity that could resonate with both its business partners and the parents they serve.

Our goal was to create a logo that evokes trust, warmth, and a sense of nurturing care, while remaining clear, versatile, and memorable.

Brand Identity
Art Direction
Logo Design
Marketing Collateral
Website Design
Apparel Design

At the heart of the Li’l Tiny logo is a custom-drawn stork illustration carrying a swaddled baby. This timeless symbol of new life immediately communicates the brand’s focus on early childhood and the beginning of life’s journey. It also evokes a deep emotional connection with the audience, especially mothers and caregivers.

The logotype "Li’l Tiny" is set in a rounded, friendly typeface that conveys softness and approachability. Subtle tweaks in the letterforms give it a gentle playfulness, while ensuring legibility at all sizes. The layout wraps the elements within an emblem-style shape, making the logo ideal for tags, labels, and packaging.

The tagline "Small Steps to Big Leaps" reinforces the brand's commitment to supporting growth and development from day one. It’s paired with the phrase "Mother & Baby" to clearly position the brand within the parenting and infant-care category.

A calming navy blue forms the background, conveying stability and professionalism. It contrasts beautifully with the soft pastel pink used for the wordmark, giving the design a sense of tenderness and affection. The overall palette is gender-neutral yet nurturing, perfectly in tune with the needs of modern parents.

Li’l Tiny’s brand identity was designed to feel:

  • Caring: Rooted in the experience of parenthood and the delicate needs of infants.

  • Trustworthy: Reliable and reassuring for retailers and consumers alike.

  • Playful: With soft curves and charming imagery that reflect the innocence of childhood.

The final identity system is simple yet full of heart. A logo that feels personal, memorable, and versatile enough to live across product labels, storefronts, digital platforms, and more. It brings warmth and professionalism to Li’l Tiny’s growing brand presence, helping the business leave a meaningful impression with every small step.

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