with women as the store's target market, this logo features a sleek logotype that is combined with a logogram as an accentuation -- which is developed from its previous logo.

the logotype is simple and minimalistic -- much like the signature scandinavian design, but enhanced with a feminine edge.

furthermore, the peach colour of the flower-like logogram (that works as the dot on the top part of the letter "i") gives a splash of refreshing femininity on the overall look of this logo, while promoting the warmth that the store's customers can create at home despite the cold that has long been associated with the scandinavian lands (norway, particularly).