Little Sister's custom mixed-case logotype combines a minimalist sans serif with swirling letterforms. The round open curves inspired by children's handwriting paired with straightforward type creates a playful nod to lost & Found's approach to their new project. The curly 'E's' composed of flowing curves interrupting the tall sans serif's uniformity give the brand the same air of mischief we often see in young kids. The playful hints throughout the brand carry Little Sister into a category of family-friendly fun.

Brand language plays a lead character role in the fun that Little Sister serves. A messaging strategy uncovered the shop's personality and carved a foundation for copywriting. The brand features copywriting vignettes of north coast-specific, nostalgic immersion, uniquely identifying Little Sister's voice.

"Servin' up" is the spark for their key phrase formula that encapsulates the endless possibilities of the north coast. Tagging on the end of "Servin' up" are picture painting scenes of "wet hair and sandy toes," "break-time for beach architects," "big 'get-in' group selfies," and "back-seat sleepers" of north coast road trips.