Visual Identity, Art Direction
Whether it be a routine walk around the block or an epic tale with your pet, Fable’s mission is simple: to help pets and their humans lead healthier, happier lives through better design. The elevated essentials place an emphasis on human-grade craftsmanship, animal welfare, and ethical manufacturing practices, but never sacrifices style.
The visual identity combines a storybook charm with Scandinavian simplicity. The minimal logo centered around custom Illustrations by Kaye Blegvad is used throughout to enrich copy and messaging. The brand is further brought to life with real-world photography that places an emphasis on leading a recreational lifestyle while showcasing the attention to material, hardware, and quality.
Agency: High Tide
Creative Director: Danny Miller
Design: Wendy Vong, Caleb Van Dyke
Photography: Bondfire Inc.
Illustration: Kaye Belgvad