Little Joys Gift Co.
Alternate Brand Direction Case Study.
This conceptual project was developed as an alternate brand direction during the Babycakes logo redesign process and is presented here as a broader positioning, one that could grow beyond diaper cakes into a full gifting brand.
Along with designing the identity, I also developed the name Little Joys. It carries a dual meaning: celebrating the joy of gifting and evoking babies and toddlers as the “little joys” in our lives. The tagline “Gifts for the little ones in your life” reinforced this idea, framing the brand as a versatile platform for gifting to children in general, not just newborns.
The logo combines a gift box, ribbon, and bow with confetti-like details to capture the excitement and celebration of giving. With its warm yellow and complementary greys, the palette balances cheerfulness with sophistication, creating an identity that feels both versatile and fun. At its heart, the mark carries a playful sense of joy, essentially saying “yay!” every time it is seen.
To demonstrate its potential, the identity extends across packaging, stickers, tags, gift cards, and a homepage concept. These applications show how the system adapts seamlessly across retail and digital platforms, reinforcing its flexibility for a business aiming to expand its offerings.
The result is a strategic alternate path: one that celebrated both the joy of gifting and the joy of childhood, positioning the business for long-term growth and recognition.
