Little Leon's
2023
CLIENT
Leon’s Furniture (In-house)
SERVICES
Logo design, website design
Little Leon’s is a sub-brand of Leon’s Furniture focused exclusively on baby and kids’ furniture and accessories. The brand was created by Leon’s marketing team to establish a stronger presence in the growing baby furniture market while maintaining a clear connection to the well-known Leon’s brand.
As an in-house graphic designer, I was responsible for designing the logo for Little Leon’s and supporting the website team with visual assets for the microsite. The goal was to create a brand identity that felt playful, warm, and gender-neutral, while still clearly relating to the parent brand.
To maintain a visual connection to Leon’s, I retained key brand elements such as the oval shape and Leon’s signature yellow. Green was introduced as a primary colour to create a gender-neutral, calming feel. The word “Little” was designed using rounded, cursive lettering to convey Little Leon’s friendly and welcoming personality. A yellow heart was added to the letter “i” to enhance the sense of cuteness while symbolizing the love parents have for their children.
I also designed a set of custom icons for the microsite using simple, playful motifs such as balloons, suns, and clouds to add warmth and consistency across the website.
The final branding positioned Little Leon’s as a cute, baby-focused extension of the Leon’s brand while visually tying it to the parent brand. The identity extended beyond digital use into in-store signage and video content.
