Fable and Wild
The client
Fable & Wild is a family-run business that prides itself on crafting high-end leather dog collars and leads. Their products are not only stylish but also incredibly durable - made to last even the toughest outdoor adventures.
They know that many dogs love to explore the great outdoors, and their products are specifically designed to meet the needs of these adventurous pups. Whether you're hiking, camping, or just enjoying a day at the park, Fable & Wild has the perfect collar and lead for your furry companion.
THE PROJECT
Brand Design Intensive
Web Design + Development on Shopify
Packaging + Print Design
Mailing Automation
BEHIND THE BRAND
Fable and Wild are all about adventure, encouraging people to get outside with their dogs and create lasting memories. The brand draws inspiration from the founders' lifestyle, which includes hiking and exploring with their furry companions. Through their collars and leads, they inspire everyone to take the road less travelled and embrace their sense of wonder.
To reflect this spirit, we incorporated an illustration of the mountains and the business’ adventurous Golden Retriever into the branding. The typography has both movement and structure, reflecting jagged mountain peaks and flowing rivers. The fonts include an elegant Serif to represent the brand's high-end quality, paired with a flowing handwritten script to emphasize the custom, handmade nature of each collar and lead.
Fable and Wild are also committed to minimizing their carbon footprint and using eco-conscious methods in their business. That's why we ensured that all their packaging is recyclable or reusable. This commitment is also reflected in the brand's earthy colour palette, which includes taupe, forest green, dark brown, charcoal, and burnt orange. Taupe provides a calming undertone and is associated with sustainability (the absence of dye). Forest green adds another layer of nature, while dark brown and charcoal convey groundedness, stability, and wholesomeness. Burnt orange adds a creative and abundant touch to the palette.
BRAND TONE
Grounded, Minimal, Adventurous, Creative, Quality, Natural.
The family behind Fable & Wild are passionate about dogs and the outdoors, and they believe that our furry friends deserve the very best. That's why they put so much care and attention into designing and creating each and every one of their products.
The name "Fable & Wild" is inspired by the concept of creating stories and memories, with a particular emphasis on experiences in nature. Since some of the best memories and stories include animals, the company's tagline is "making memories one adventure at a time".
CREATING AN UNBOXING EXPERIENCE
Keeping in mind the brand's efforts to reduce their carbon footprint and incorporate eco-conscious practices within the business, we made sure that all packaging is either recyclable, reusable, or compostable. Even the inks used in the printing process are vegan-based.
The unboxing experience reflects this commitment to sustainability. We used natural kraft materials and minimal elements to reduce paper usage and incorporate earthy tones. Additionally, each collar came with an eco-friendly drawstring bag that can be used to keep the collar clean or repurpose for other uses.
BUILDING A DIGITAL WORLD
For Fable and Wild's website, we aimed for a straightforward and user-friendly design. Since each collar is customized (allowing customers to choose the pattern, leather type, buckle colours, and size), the purchasing process needed to be smooth and optimized for all devices.
To encourage new customers and reassure them of the product's durability, we also featured various dogs wearing the collars and leads out on their adventures throughout the site. We also wanted to emphasize that all products are hand-made, not mass-produced, and to convey the value of investing in small businesses. To achieve this, we added various illustrations, behind-the-scenes images and videos showcasing the hand-made features and processes.
Kind Words
“FROM THE MOMENT SHE SENT OVER MY BRAND KIT I KNEW IT WAS THE BEST DECISION I HAD MADE YET”
Before approaching Shenny, I felt as though I was very overwhelmed with the prospect of trying to establish and design my brand. Right from our first conversation, I knew that Shenny was confident, extremely knowledgeable and that she was incredibly creative in order to help construct the foundations of my small business. From the moment she sent over my brand kit I knew it was the best decision I had made yet.
She completely hit it way out of the park and created a mood board, colour scheme and brand voice that was truly beyond my expectations. She communicated fantastically with me throughout the process of building my website and explained everything thoroughly, breaking down each and every decision to me so that I knew how to move forward once the website was complete. I honestly do not know what I would have done without her. I can hand on heart tell you that Shenny has allowed me to step into the business world confidently knowing I have a strong and beautiful brand that expresses my business perfectly.
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