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Fable Whisky Brand Captures New Imaginations

by Chloe Gordon on 04/19/2021 | 3 Minute Read

gpstudio has artfully designed the packaging for the whisky brand Fable. Through the Scottish myth, "the Ghost Piper of Clanyard Bay," each bottle visualizes a scene from the story through black and white illustrations. The bottles emit the type of spookiness that fills you with joy as if you were sitting around a campfire sharing ghost stories with your closest friends. All the labels, including the title fonts, are handwritten to reflect the brand's storytelling aspect. Bella Jones created gorgeous handmade whisky cups and water jugs made from black porcelain influenced by the black rock of Clanyard Bay that will be sold alongside the whisky bottles. The packaging is moody yet balances a sense of delicateness as well.

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Fable Whisky, an independent Single Cask whisky bottler founded on art and storytelling.

Our client’s whiskies are limited edition releases from selected distilleries and hand-picked casks from Scotland’s acclaimed yet not commonly known distilleries. Therefore, we needed to create a brand for our client that could not only adapt but also change over time as new products were released.

‘Fable’ was born, a brand founded on storytelling and art which constantly delivers tales of mystery and imagination. With the very first Fable story to be known as ‘Volume One’.

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The unknown Scottish myth ‘The Ghost Piper of Clanyard Bay’ is the first to be reimagined and this is retold as an illustrated animation by Hugo Cuellar. An eerie narration by Jeff Rawle also brings the intriguing creation to life.

Crafting and carefully considering every detail of the brand, our vision was to create a captivating unique world where we take consumers on a journey of excitement and discovery.

The myth is broken into chapters in which each chapter was based around a character or a scene, each illustration is linked to a bottle release featuring the unique distilleries where the casks were hand-picked. Each design is crafted to the character and scene of the story. All the labels including the title fonts are handwritten to reflect the storytelling aspect of the brand.

The bottles were waxed sealed with the myth title and wrapped in paper with the full story provided on the inside on the wrap. In the story each character and scene was highlighted to show the full range of the collection.

The collection is being released over a period of time but gone when they’re gone, ‘til the next Fable is told.

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gpstudio worked on the bottle wrap, box, neck tags, story insert, social media, website, limited edition prints, gift packaging, sampling packaging and apparel all to be launched this year.

We also worked with ceramicist Bella Jones to create bespoke whisky cups and a water jugs made from black porcelain that was influenced by the black rock of Clanyard Bay. The ceramics were handmade exclusively for Fable whisky and will be sold alongside the whisky product.

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  • Fable Whisky Brand to Capture New Imaginations: Designed By:gpstudio
  • Instagram: @gpstudio_design
  • Animation / Illustration - Hugo Cuellar: gpstudio
  • Writer - Des Waddy: gpstudio
  • Narrator - Jeff Rawle: gpstudio
  • Original music & Sound - Simo lab / Composer Salvatore Schiano: gpstudio

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