Fables
CLIENT
Foam Home
INDUSTRIES
/ Lifestyle
SERVICES
/ Packaging Design
From the house that redefined sleep comes a brand that reimagines calm.
Fables by Foam Home carries forward 43 years of expertise into a new lifestyle language — minimal, graceful, and deeply intentional. A refined identity that feels as serene as it looks.
THE PROBLEM
Sabina Bhanpurawala wanted to launch a new brand under Foam Home — one that would house everything beyond mattresses. She envisioned something refined, simple, and effortlessly premium, but left the name, look, and complete identity direction to us. The challenge was to craft a sub-brand that felt distinct yet connected, translating Foam Home’s legacy of comfort into a modern, design-led lifestyle label.
THE SOLUTION
We began by giving the idea a name — Fables — evoking stories, comfort, and quiet sophistication. The logo followed naturally: a timeless wordmark with graceful curves and delicate transitions, reflecting softness, balance, and poise. It captures luxury without loudness - a mark that stays with you.
The packaging carried this thought forward through calm tones, clean typography, and a modern-classic layout that feels collected and serene. Together, the identity and packaging form a visual narrative that’s simple, soulful, and unforgettable - much like the brand itself.
