As an alternative to the established skate industry – Fable is aimed at skaters that want to ride and make a difference at the same time. The name comes from fables — short stories with a moral lesson, where animals symbolise different personalities; the fox is shrewd, the owl is wise, etc. But instead of animals, Fable has a set of imaginary illustrated characters that represent qualities such as courage, kindness and cleverness. The Fable identity is built upon five typographical figures: F, A, B, L and E. The furry F is the logotype and together with its four friends they stand up for all skaters. Their names and expressions are unisex to be as inclusive as possible. The result is a friendly and different expression that appeals to the wave of young skateboarders with a new view on the subculture.

The identity is playful and imaginative, with a focus on hand-drawn characters and typography. The implementation of the Fable world and the typographical figures that inhabit this world runs across multiple channels. From physical skateboards to the Fable website and other branded merchandise.

As an alternative to the established skate industry – Fable is aimed at skaters that want to ride and make a difference at the same time. Half of Fable’s profits go to charity, mainly to projects that keep skateboarding an inclusive and open community. Creating a gender free and friendlier expression and at the same time breaking free from the graphical elements of skulls and flames – Fable has taken a unique position in the world of skateboarding. The identity work has already been listed as one of the best designs in Sweden.