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(Brand guidelines) // Pets

Fable brand
guidelines

Fable’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from fablepets.com.

Download the Brand Skill
Fable lowercase wordmark in black
  • Raindrop#B0C7FA
  • Fable Black#030E28
  • CTA blue#8FAFF8
  • Neon#C9FD5B

About Fable

Fable creates thoughtfully designed pet gear that solves everyday problems while fitting naturally into modern home life. Its character pairs minimalist, decor-aware design with practical utility, warmth, and a playful sense of adventure.

Use Fable’s lowercase wordmark as the brand identity. Keep it distinct and legible, in Fable Black on light backgrounds such as Raindrop, Grain or white.

Fable colors

  • Raindrop

    Signature soft blue for highlights and section backgrounds

    HEX
    RGB

  • Fable Black

    Wordmark, text and primary buttons

    HEX
    RGB

  • CTA blue

    Call-to-action backgrounds

    HEX
    RGB

  • Neon

    Small accents such as review stars and badges

    HEX
    RGB

  • Grain

    Page background

    HEX
    RGB

  • Cream

    Warm section backgrounds

    HEX
    RGB

  • White

    Cards and text on dark backgrounds

    HEX
    RGB

Fable fonts

  • Gelica

    Display headings · 300, Prominent paragraph copy · 300

  • Moderat

    Secondary headings · 500, Body, buttons and interface · 500

Font names only. The Brand Skill download doesn’t include font files.

Fable’s voice

Write with warmth, wit, and a fondness for the small adventures of living with animals. Make functional benefits easy to understand, then let storybook phrasing add charm. Keep the humor affectionate and grounded in everyday pet life.

  • “We design gear that solves problems for you and your pet, so the two of you can enjoy exploring the world together”
  • “Living with an animal is an adventure — and sometimes it’s a real pain”
  • “The Dog was smart. But the Falcon was smarter. She always kept the Dog guessing, answering in riddles”

Dos and don’ts

Do

  • Design gear as a considered part of the home: pair practical function with clean, decor-aware presentation.
  • Make product benefits concrete and easy to grasp. Explain how a feature helps pets and their people in everyday use.
  • Give copy a warm, playful storybook touch while keeping the core message clear.
  • Use real animals and lived-in settings to show the gear in context.
  • Present product safety and care guidance precisely, with the relevant product-specific caveats.

Don’t

  • Don’t make functional gear feel purely utilitarian or disconnected from home life.
  • Don’t let whimsy obscure what a product does or how it should be used.
  • Don’t describe a product as indestructible or imply suitability for every dog; keep safety and supervision guidance appropriately scoped.
  • Don’t stretch, respace or redraw the lowercase fable wordmark.

More from the Brand Skill

Product claims

Make product benefits specific and useful: describe the problem solved, the design feature that helps, and the real-life experience it supports. Keep claims and care instructions specific to the product. Include relevant limitations and supervision guidance; never imply that a pet product is indestructible or suitable for every dog.

Backgrounds

Keep backgrounds light and quiet: Raindrop for highlighted sections, Grain for the page, Cream for warm sections, and white for cards. Treat backgrounds as supporting surfaces for branded compositions, not identity marks.

Brand story imagery

Fable’s story and campaign imagery pairs product invention, pet safety, and life with animals. Use it for brand storytelling and product context.

Commerce imagery

Fable’s shop imagery brings product and lifestyle photography into a clean, browsable retail experience. Use product imagery to show form, finish, available variants, and products in use.

Editorial imagery

Fable’s editorial imagery connects practical pet-care advice with real animals, products, and home settings. Use it for blog, educational, and community-led storytelling.

Product and experience imagery

Use product-page and customer imagery to show materials, form, use, and scale in genuine pet-and-home contexts. Product experience imagery can include animals interacting with Fable products, detail views, and customer-submitted product photos.

Download Fable’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Fable’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

fable-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice.md

│ ├ product-claims.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery-backgrounds.md

│ ├ imagery-brand-story.md

│ ├ imagery-commerce.md

│ ├ imagery-editorial.md

│ └ imagery-product-gallery.md

└ assets/logos/

└ fable-wordmark.svg

Rainbrand’s Brand Agent built this Brand Skill from fablepets.com on 30 Oct 2026. It isn’t Fable’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Fable and its logos are trademarks of Fable Pets Inc. Rainbrand isn’t affiliated with or endorsed by Fable Pets Inc.

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