Introducing a whisky brand created to capture new imaginations.

Fable Whisky is an independent single-cask whisky bottler founded on art and storytelling. Its limited-edition releases are drawn from hand-selected casks sourced from some of Scotland’s most acclaimed, yet lesser-known, distilleries.

The brand needed an identity that could continually evolve as new products and stories were released. And so Fable was born: an ever-changing world of mystery, art and imagination, with each collection unfolding as a new volume.

The first story, Volume One, reimagines the lesser-known Scottish myth The Ghost Piper of Clanyard Bay. The tale was brought to life through a series of illustrations and animation by Hugo Cuellar, accompanied by an atmospheric narration from Jeff Rawle.

Our vision was to create a rich and captivating world that would take whisky drinkers on a journey of discovery. The myth was divided into chapters, with each one centred around a particular character or scene. Every chapter was then paired with a unique bottle release, showcasing a whisky from one of Fable’s carefully selected distilleries.

Each label was designed in response to its character and place within the story. Hand-drawn lettering, including the title typography, helped reinforce the brand’s narrative and crafted character.

Every bottle was finished with a wax seal featuring the myth’s title, then wrapped in paper printed with the full story on the inside. Characters and scenes were highlighted throughout the text, allowing drinkers to see how each release formed part of the wider collection.

Released gradually and available only in limited quantities, once a bottle is gone, it’s gone—until the next Fable is told.

While working at gpstudio, I designed and art directed the bottle wraps, boxes, neck tags, story inserts, website, social media, limited-edition prints, gift and sampling packaging, and apparel.

We also collaborated with ceramicist Bella Jones to create a collection of bespoke whisky cups and water jugs. Handmade from black porcelain and inspired by the dark rocks of Clanyard Bay, the ceramics were created exclusively for Fable Whisky and sold alongside the collection.

Project created whilst working with gpstudio