Skate culture has been dominated by the same large American brands since the late 1980s and early 1990s, all of whom trade on a similarly bold graphic style and punk aesthetic that appeals to teenage boys. In recent years, the sport has evolved to be more open and inclusive, as accessible to young girls in Afghanistan as it is to Californian teens.

Fable is an inclusive, progressive skate brand, and its identity needed to represent that in an appealing and approachable way without trying too hard — it’s still a skate brand, after all. To do so, the identity looks to the visual language of Nordic fables to inform character design that serves as a brand identity.

The Fable identity is built on five illustrated, gender-neutral characters; Fab, Avery, Bev, Lucian and Ellery, a group of friendly monsters, all with different characteristics and strengths. They’re approachable and fun, but sophisticated enough to appeal to all age groups.