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.
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.