Phable × Gnomelands
A little shop.
A lot of character.
A retail rebrand, ecommerce website and social identity for a family business with a wonderfully individual point of view.
Gnomelands wanted to reach a wider audience without losing its charm. Phable refreshed the identity, improved the online shopping journey and gave its colourful cast of characters a suitably cheeky voice.
Brand identity · Ecommerce design · Social content
Keep the charm. Make the journey clearer.
The family’s affection for the little people was already there. The design brought that personality into a coherent identity: bright green, warm yellow, expressive serif headlines and a confident, underlined wordmark. The original ecommerce and editorial designs sit alongside new applications of the same visual language.
A little help choosing.What’s your
kind of gnome?
kind of gnome?
A familiar face, a mischievous spirit or a good story. Start with what makes you smile.
The traditionalist.
A red hat, a familiar face and a place among the flowers.
Try the three choices. Links open the real Gnomelands collections.
Gnome
sweet
gnome.There’s always a little character
hiding in the garden.
sweet
gnome.There’s always a little character
hiding in the garden.
A world worth spending time in.
The original book and campaign work gave Gnomelands room to tell its stories. New packaging, workwear and retail concepts carry that same warmth into physical experiences, using real materials and a light touch.
Make the most of what makes you different.
The Gnomelands project brought identity, ecommerce and social content together around the character of a family business. For independent retailers, a rebrand can make the shop easier to understand while keeping the qualities customers love.
Explore Phable’s branding services →
Talk about your brand →About the project
What did Phable create for Gnomelands?
Phable refreshed the Gnomelands identity, built a new ecommerce website with an improved shopping journey, and designed social assets and templates with a playful tone of voice. The original portfolio also includes the book-cover and campaign presentations shown here.
How do you rebrand an independent retailer without losing its personality?
Start with the qualities that make the business distinctive. For Gnomelands, that meant its family story, colourful characters and sense of humour. Phable carried those qualities into the identity, website and content so they worked together.
Which applications are new concepts?
The garden signage, packaging, character chooser, motion graphic, apron and retail display are new portfolio concepts extending the original identity. They are labelled throughout. The other images are original Phable project artwork; no campaign results are inferred from the mockups.
