There should be more "early game items"...

... with cool effects.
So there is more diversity early game and more overall choices that decide how to play your early game.
(I'm actually just for much more items overall, and making the shop "limited" for new players -they'd unlock the items at levels 10 and 20, locked items are not shown in the shop - because more items = more fun)
With "early game" items, I mean items that cost less than 475 gold.
Here are some examples :
Edit : I tried "balancing" them a bit more.

Well of Sadism (~280 Gold)
Unique Passive - Sadism : You restore up to 6% of all damage dealt as health when in battle. This effect reaches the maximum amount over 8 seconds in battle.

...Or something similar to this. This item would be for offensive players who are constantly poking and being attack by minions and who are pushing and whatnot...

Talisman of the Scapegoat (~280 Gold)
Unique Passive - The Calm : Absorb half the damage you receive in battle up to a limit of 40(+10 per level) damage. After receiving no damage for 7 seconds, restore the stored amount over 6 seconds.

This would be for those **holes who always just sponge up your damage and regenerate it when your oom -_-...

Bag o' Coins (~180 Gold)
Unique Passive - Gold bank : Killing a minion or monster grants you 1 stack of Coin; big minions, monsters and champions give 3 stacks. - Maximum 400 stacks.
Activate this item to reduce the cost of the next item you buy by the amount of stacks you have collected. This item is consumed in the process.

This is for weak early game champions - or insanely strong ones -, who might be very item dependent. They can play passively and collect coin until they can buy a better item.

Ice dagger(~440 gold)
Unique Passive - Chill : Basic attacks deal 3 bonus magic damage and slow the enemy by 2% for ranged and 3% for melee champions. This effects stacks against the same target up to 3 times to a maximum of 9 bonus magic damage and a 6% or 9% slow.

This is for CC-poor junglers and top laners/ supports. It kinds speaks for itself. Just imagine on whom you'd buy it.

Executioner's Axe(~400 gold)
Unique Passive - Execute : Attacks against minions or monsters below 66(+3 per level) health execute them immediately. Your next attack after an execute deals 10(+5 per level) bonus magic damage.
Unique Active - Wound : Apply grievious wounds to a single enemy champion for 2,5 seconds. Killing a unit reduces the cooldown by 1 second.
60 seconds cooldown.

This is for poke heavy laners and especially against healers. I'd recommend this on Marksmen and some supports, that also have relic shield.

Spirit Flame (~340 Gold)
Unique Passive - Gathering Strength : Gain a shield in hight of 30(+10 per level) over 4 seconds if you have not taken damage for the last 7 seconds.
Unique Active : Gain the maximum amount of shield instantly. You do not gain any shield for as long as this is on cooldown.
60 seconds cooldown.

This is a practical shield item thingy, that's helpful against pokers and it aids in early trades. I'd take this if I'm going for first blood at level 1 or 2, with the right champion, of course.

Rusty Crown(~300 Gold)
Unique Aura : Nearby allies and minions gain 3 armor and attack damage per nearby ally champion.

This is for supports on an extremely offensive lane, since you will passively be pushing, and since you have to actually waste 280 gold to get this item.

Note that these are all just concepts :)
And even though most of these items seem and probably are useless, since you actually have to spend gold to get them, I'd really like there just being more items and more choices.
I hope you like some of them.

Edit : all these items could also get basic stats like armor or something.