![Fable - High Tide](https://images.prismic.io/hightidesite/39477834-30e0-4ffe-a3e0-1dce51fedfa8_Fable9.jpg?w=1200)
Fable
Fable helps pets and their humans live their best lives together. High Tide collaborated with Fable’s founders to first establish their brand positioning and develop a name. Delicately balancing storybook charm with a high-fashion sensibility, we created a holistic visual identity, which included art direction for photography, as well as a series of custom illustrations by artist Kaye Blegvad.
![](https://images.prismic.io/hightidesite/6fd25e2c-8990-4244-bc65-180219dd1dce_Fable1.jpg?fm=jpg&w=2400)
![](https://images.prismic.io/hightidesite/d3f96e3a-fa5e-4711-b331-6cd66b6bcc7b_Fable10.jpg?fm=jpg&w=1020)
![](https://images.prismic.io/hightidesite/35b03bec-6508-4320-943f-2c612ae0b29d_Fable11.jpg?fm=jpg&w=1020)
![](https://images.prismic.io/hightidesite/9fe2a730-7461-49b7-8853-2427fdf1d35f_Fable2.jpg?fm=jpg&w=2400)
![](https://images.prismic.io/hightidesite/bb229489-44c7-4f15-a66e-9c65a7d91b2d_Fable3.jpg?fm=jpg&w=2400)
![](https://images.prismic.io/hightidesite/751be9b0-da71-4170-bdf8-ae8c4c3980c0_Fable12.jpg?fm=jpg&w=1020)
![](https://images.prismic.io/hightidesite/55601b74-d88f-4d33-a909-87895e33a7d9_Fable14.jpg?fm=jpg&w=1020)
![](https://images.prismic.io/hightidesite/e4016165-f319-4995-8564-1a456a038ca1_Fable4.jpg?fm=jpg&w=2400)
![](https://images.prismic.io/hightidesite/d1ce4f24-f003-46e0-912b-915f158e806f_Fable5.jpg?fm=jpg&w=2400)
![](https://images.prismic.io/hightidesite/07510be1-4cc9-4768-9d15-d61969fd9505_Fable6.jpg?fm=jpg&w=2400)
![](https://images.prismic.io/hightidesite/0247b280-722e-4105-8638-2464847c11ca_Fable7.jpg?fm=jpg&w=2400)
![](https://images.prismic.io/hightidesite/e52a07f8-5cbb-4a05-afbb-cbd0bb299b65_Fable13.jpg?fm=jpg&w=1020)
![](https://images.prismic.io/hightidesite/def1a479-39b5-403c-9fbf-64c242286186_Fable15.jpg?fm=jpg&w=1020)
![](https://images.prismic.io/hightidesite/9d56c5eb-9131-4c16-bfe9-bd598e959593_Fable8.jpg?fm=jpg&w=2400)
Illustrations: Kaye Blegvad / Photography: Bondfire Inc.