As the world wakes up to the environmental crisis there are a few things that we as individuals can do, one of them being aware that every time we buy something new, it has come from new materials and more resources from the earth.

Fable was born with the aim to bring beautiful, sustainable furniture to every day individuals lives by using recycled materials to create stunning, unique pieces.

Sustainability doesn’t have to be hard and it certainly mean we need to compromise on beautiful things or have to pay crazy prices to try to play our part.

Fable brings little bits of joy to everyday life that will allow us to live well for longer, who wouldn’t want to be a part of that! We want individuals to love the environment that they live in both in their homes and out! So Fable was created to bring happiness into peoples lives, remaining eco-conscious. It was important that the products were not only beautifully designed but also affordable so Fable’s message and products were easily accessible for everyone.

The brand was designed with a minimal look and feel. It encompasses the ‘no fuss’ ethos that the creators of Fable embody and use throughout their everyday process.

A clean simple, well-balanced wordmark is modern, fresh and clear-cut. The connection between the F and A in the crossbar represents the duality of us individuals and our planet. An earthy colour palette brings about the feeling of calm and minimalism, while also bringing warmth and a welcoming feel.

A clean, modern geomatic typeface was paired with the brand to be used for the body copy. Open letters feel friendly and welcoming. Used in multiple weights and sizes for clear hierarchy of information.

The project consisted of naming, brand strategy, tone of voice, brand design (logo to wider identity), website design, email design, stationery, social media post,m print publications.

The brand needed to convey that they are design-led, with a strong ethos which is what drives them to create pieces that not only look great but are great for the planet.