The little touches on this identity for Moo Shoes made me smile (I love that the laces double as handles). Designed by Alistair Marshall, a graphic designer based in the South West of England for a shoe company in NYC (thanks Alistair for such clever and simple thinking). I believe there is an automatic human response that when we notice a brand have the little things right, we believe they have put as much thought and effort into everything they do. That is why I’m so keen on the little things – they have a big impact. I know a lot of small businesses are worried about cost first when it comes to packaging and stationary, I can’t deny that cost is important but value should be more important – and it’s the little thoughtful things that add that value.