LWS（Little White Shoes) is an Internet brand focusing on specific categories of female white shoes. Little white shoes are fashion items with enduring popularity, and almost all the first-class brands have their typical design of little white shoes. From young girls of 16 to mature women of 45, all the females would keep a pair of little white shoes in their shoe storage. Little White Shoes will specifically focus on this customer group and do the best of little while shoes, transforming little white shoes from a fashion trend to a kind of culture.

LWS（Little White Shoes)小白鞋是一家专注于女性白色鞋履的垂直细分互联网品牌。小白鞋是经久不衰的时尚单品，几乎所有一线大牌都有一款具有代表性的小白鞋。从16岁的少女到45岁的熟女的鞋柜里都会有一双小白鞋。LWS将专注服务于这个客户群体，将小白鞋做到极致，使小白鞋从一种潮流升华为一种文化。

The brand of Little While Shoes requires infinite inclusiveness since little white shoes are easy-matching fashion items. Therefore we choose inclusiveness and minimalism as the entry point of the brand construction, taking the shape of a shoe box as the prototype of the visual design, combining the square and the brand name together. The rigid square is a symbol of infinite inclusiveness and, in the meantime, expressing a female spirit of strength, independence and autonomy. The character design is a mixture of square and round. Tough but with round corners, the characters embody the concept of strength and independence as well as the concepts of tenderness an coziness, which is a proper definition of the shoes.

作为百搭时尚单品，小白鞋的品牌需要有无限的包容性。我们将包容与极简作为品牌建设的切入口，以鞋盒的基本形状矩形为原形进行设计。采用矩形和品牌名称结合的方式呈现。硬朗的矩形传达着坚强、独立、自主女性的精神理念同时也体现无限的包容性。字体设计采用方圆结合，硬朗的字母中穿插着圆角，体现坚强独立的的同时，也传达温柔、舒服的概念。也更加贴切鞋的属性。