FABLED TAROT | Identity, Product, & Packaging Design

Fabled Tarot is a handmade candle line, inspired by the Major Arcana of Tarot. When creating the identity for Fabled Tarot, it was vital to pay homage to the roots of the practice. A tradition filled with mystery (and sometimes incredulity), Tarot is associated with the divine ether of the cosmos and it is only fitting that this brand has an esoteric feeling.

Inspired by Romani Traveler wagons, richly saturated in bold colors, the look and feel of Fabled Tarot reflects the rich heritage and creates an ornate backdrop for the mystical brand. The packaging design looks intricate while conveying it’s body copy simply, as I wanted to focus on the various patterns rather than waxing poetic in it’s descriptions. The packaging focuses on a cosmos-like system of rings and borders, a callback to old advertising techniques of the occult and mystical.

Icon System & Collateral Design

I drew on the numerology and commonly used symbols of each card, so that the designs are customized for each candle and convey the meaning of the card through a uniform icon system. While creating the symbols, I wanted to have a classic yet stylized look. It was also important that they work together in an easily customizable icon system. I researched the symbols commonly seen in Tarot so each line of candle is accompanied by a corresponding mark, as these icons mark the “card” each candle represents.

The gold stands out beautifully against the royal blue background, hinting at the regal tradition Tarot plays in many histories. These marks are minimal without being boring, each designed to represent both traditional and personal meanings derived from each card. Other print materials have a unique system that follows the overall brand design, creating a cohesive brand standard.