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Toesties is a small venture in Pune, Maharashtra that makes handcrafted crocheted baby shoes and accessories. Each pair is painstrikingly made by hand by Vineeta Singhal. The profits from the first year of Toesties are donated to orphaned children. Her motivation lies in pampering privileged children so as to provide for the basic needs of the lesser fortunate.

I worked on the identity for Toesties. The lettering for the logo was inspired by the loop - knot effect that crochet creates with its stitches and negative space. I wanted the logo and colours to stay fun and child-like. Toesties’ sales take place through its Instagram and Facebook shop, so the logo was adapted to work for both the square and rectangular formats.

You can buy a pair of Toesties here.