The Little Spoon Co. is a luxury tea and boba brand that caters primarily to female customers between the ages of 25 and 40. The brand name plays on the concept of cuddling, with "little spoon" being a term of endearment for the person being held. This reflects the brand's mission to create a cozy and indulgent experience for its customers, where they can feel comforted and cared for.

The logo is designed to appeal to young professional women who enjoy indulging in unique and well-sourced natural ingredients such as purple ube, taro, matcha, coffee and more. It is an abstract and visually appealing representation of the brand and captures its essence with a design that forms a heart and spoon symbol using a continuous line and effectively conveying the brand's cuddly concept. The typography is a modern sans-serif font that complements the playful yet luxurious vibe of the brand.