The Fableists is a children’s clothing company that creates quality basics, predominantly unisex, designed to last with ‘punk rock flair’ and utilitarian, vintage clothing and work wear influence. Their products are underpinned by a sustainable brand philosophy that pays and treats their suppliers fairly, considers its impact on the environment and aims to educate buyers on the complete life cycle of their collections.

Design agency Freytag Anderson developed a new brand identity for the Fabelists which extended to business cards, tags and stationery. This draws together and communicates the brand’s flair, the clothing’s utility and the reduced environmental impact of production through a simple and precise communicative combination of a bright contemporary fluorescent green and the energy of a lightning F motif, the consistency, efficiency and reliability of an uppercase sans-serif, the textures and mixed tones of three different unbleached, uncoated material choices, and the economy of single and two ink print production.

This unusual and elemental approach to kids fashion exists largely because the communicative priorities of the brand remain firmly on their more unique propositions, any sense of youth and play that might be considered as missing from the identity is delivered in far richer way on-line through the warmth and detail of fashion photography. More from Freytag Anderson on BP&O.

Design: Freytag Anderson. Opinion: Richard Baird