As an ice cream slinger who also owns a book store, it was important to Ally Kirkpatrick to marry her love of books and the joy of ice cream into one offering: thus Fabled was born. When you think of Fabled, imagine sun bleached scoop shop windows, a quiet morning spent with friends—sharing a lick and reading a page. The visual branding of Fabled leans into nostalgia, and is lit like a warm memory. There’s an unhurried calmness to it, encouraging visitors to sit down, and enjoy a treat (and maybe a good book) with their people.

The icon in the visual family is created from the ligature of the ‘F’ in Fabled, and mimics the turning pages of a book, but also the churning together of ice cream ingredients. It’s Fabled’s own little ‘ice cream publishing house’ seal.