Fern & fables

For Fern & Fable, a New England floral design and preservation studio, we built a brand identity that feels timeless, romantic, and rooted in nature. We wanted the brand to emphasize storytelling, memory, and craftsmanship, positioning Fern & Fable as a trusted creative partner for life’s most meaningful celebrations.

A decorative logo for 'Ferm & Fable' featuring stylized purple flowers, leaves, and an open book on a dark background.

services

BRANDING & BRAND GUIDELINES

Close-up of the letter 'F' in a dark brown, stylized font on a black background.
Illustration of an open book with plants growing from its pages, featuring two large leaves and a smaller leaf in purple outline.

The visual direction draws from soft, organic tones and delicate typography to reflect the artistry of their work, capturing fleeting floral moments and preserving them as lasting heirlooms.

visual direction and brand Language

Black and gray logo with an open book at the bottom, floral and leaf patterns, and a large central flower with smaller flowers, leaves, and decorative elements, with the text "Fern & Fable" below.
Repeating pattern featuring open books with leafy sprigs, marigold or chrysanthemum flowers, oak leaves, small berries, and the initials 'F F,' all in dark purple on a light mauve background.
Illustration of various colorful abstract leaves and plants on a cream background.
Circular logo with the message "BESPOKE BLOOMS FOR BOLD SOULS" around the border, featuring illustrations of a leaf, a flower, and a small flower inside.
Black silhouette of a human brain with a pencil near the bottom right.
A vertically oriented graphic design with the title 'Fern & Fable' at the top in a purple band. Below, a patterned yellow-green strip with leaf motifs, and a black section with a white fern logo and a circular badge that says 'Blooms for Bold Souls'. There are color swatches, a heading 'Heading' with a subheading and placeholder text, a button labeled 'Button', and small leaf and plant illustrations. The bottom section repeats the 'Fern & Fable' title with different logo styles, a floral pattern, and the text 'ESM Creative Studio'.
Text on black background that says, "Made with love in Boston, MA"
A phone screen displaying a floral arrangement of white flowers with yellow buds and dark green leaves, with bold text reading 'Bespoke blooms for bold souls' over the flowers.
Dark background with floral and leaf patterns in a subtle tone, with the text 'Fern & Fable' in purple in the center.
Decorative gold pattern with floral and book motif repeating in square tiles.
Illustration of a leaf with a smaller leaf attached, featuring black vein details and a brown color.