Little things is a small local shop selling (sometimes handmade) jewelry, fragrances, porcelain and accessories that improve and elevate quality of one's living experience and convey a positive and cosy atmosphere. At the same time, customers can rest assured that they will not only be doing good for themselves, but for others as well since 10% of every purchase made in the store will go to charity (the charity organizations the donations will be made to are mentioned on each price tag in the store.). The products sold in the store are hand picked, well designed and generally high quality. The target group consists mainly of "mid-aged" urban women (in their 30s - 60s) with social awareness, above average education (college and above) and a "social mindset". These customers care for other people and want to consume while at the same time doing good. The feeling created when making a purchase at "little things" should be that of a "win-win" situation: the customers get the beautifully designed things they care for and want to have in their homes and also the good feeling of making a little but significant contribution to society.
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The final design should be simple, subtle and convey the main message of the charitable purpose of the store without being to "in your face" or "loud". The resulting impression is one of care and mindfulness, help, hope and calming simplicity. The logo might even be simply typographic (please don't take this as a hint that it must be typographic, it can also be something else.).
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