Brand  |  Print

Of Fantasy & Fable

Fable is an independent fashion label based in London. As the name suggests, their clothing draws inspiration
from the nostalgia and make-believe of childhood fairy tales, with each beautiful piece telling its own unique story.

Close up photo of a female, wearing heavy, colourful make up with eyes facing the camera and finger to her lips indicating to be quiet

We were asked by Fable to create a quirky and vibrant identity that would set them apart from other small boutique shops, and convey a strong brand to their customers. Magical, mystical, fun and fabulous were all key buzz words that the client wanted us to focus on.

Beyond the main look and feel, Fable also asked us to develop a design toolkit that could be used across packaging, print and digital media.

  • Services

    Identity design
    Brand development & architecture
    Packaging & illustration

  • Client

    Fable
Dark grey Fable logo written in a hand-drawn, rough font with an icon of a fairy hovering above the letters
Mock up of Fable branded stationery, including letterhead and both sides of a business card on a white background
Female model facing the camera with fingers pressed to her ears. Bright illustrations of flowers and foliage form a frame around her, on a red background
Female model facing the camera wearing heavy, colourful make up with a white rose in her hair. Bright illustrations of flowers and foliage form a frame around her, on a purple background
Female model facing the camera wearing heavy, colourful make up and finger to her lips indicating to be quiet. Bright illustrations of flowers and foliage form a frame around her, on a blue background
Paper shopping bag mock up, with illustrations on a purple background on the front and back and contrasting yellow sides
Three picture frames on a white background, each one featuring a model, illustrated floral and foliage border, and Fable logo centred in a white oval

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All work