Little is a curated children's clothing and toy boutique on Exchange Street in Portland, Maine, founded by Angela and John Foddrill. The shop carries premium brands and one-of-a-kind pieces for kids, all grounded in the idea that childhood should feel magical. We've partnered with Little for years, and over time, we've designed and printed several rounds of physical assets as their brand has evolved.
The latest iteration began with a 2021 brand refresh, where we expanded Little's visual foundation. We made a subtle but important update to the logo, removing a sketch texture from the original cloud mark for a cleaner, more modern look. We broadened their color palette into a dreamy range of blues and purples, shifted headline typography from a very youthful display typeface to something more sophisticated yet playful, and designed a system of custom iconography and a pattern built from construction-paper cutout shapes. With the refreshed brand in hand, it was time to update the full suite of physical assets.
We designed and print-managed packaging, in-store signage, and branded materials across Little's day-to-day and seasonal needs. Tissue paper features the new brand pattern printed on premium stock, adding personality while pairing with a deliberately simple, clean shopping bag design. We created a system of shipping stickers for daily use along with holiday-specific designs. Business cards and hang tags are die-cut in the shape of the brand's cloud logo. Gift cards and holders carry the updated palette. For the Exchange Street storefront, we designed cloud-shaped exterior signage and door decals with hours and address info. Recurring promo and sale signage was designed for in-store display throughout the seasons.
Little now has a physical brand presence that feels as considered and playful as the shop itself. The die-cut cloud details, the pattern peeking out of a shopping bag, the signage on one of Portland's busiest streets—it all adds up to a brand that parents and kids recognize and connect with before they even walk through the door.
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