Fable Coffee: Identity for a roaster going from one café to five.

A redrawn wordmark, a packaging grid for twelve origins, and a guideline the café managers actually use.

Industry: Food & beverage
Year: 2025
What we did: Wordmark, Packaging, Signage, Guidelines

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01—The brief

Fable's hand-drawn logo worked on a chalkboard and nowhere else. They were about to open four more locations and launch retail bags, with no system behind any of it.

02—What we did

We kept the hand-made feel in a redrawn wordmark and paired it with a strict type and colour system. The packaging grid flexes across twelve origins by changing one colour and one line of text. Signage, menus and the social templates came out of the same rules.

03—What happened

Five cafés opened on the new identity within a year. The retail line launched on time. The guideline is eleven pages and the staff have read it, which is rarer than it should be.