Lieiie is a children’s lifestyle brand focused on clothing, tableware, and hygiene products.
The identity concept is built around the idea of children as flowers of life — delicate, growing, and deserving of constant love and care. This metaphor shaped the logo, where a flower and a heart are combined into a single symbol. The flower stands for growth, beauty, and tenderness, while the heart communicates care, affection, and trust.

A soft pastel palette reinforces the brand character: green suggests nature and eco-friendliness, and yellow introduces a sense of warmth, sunlight, and comfort. Together, these visual elements create a friendly, caring, and memorable brand image.

To support communication across different audiences, the logo was designed in both English and Chinese versions, enabling flexible use in multiple markets.