158 | Fable WhiskyFable Whisky blends art and storytelling with scotchScotland-based spirits brand Fable Whisky brings the mesmerizing legend of the Ghost of Clanyard Bay to life with its whimsical design strategy, Akanksha Meena reportspening the Fable Whisky website is like entering a Scottish myths and we found The Ghost Piper of Clanyard Bay.’world of enchanting tales, mystical folklore and playful The story was reimagined by brand writer, Des Waddy. imagination. The frst thing visitors see on the website is a The design agency collaborated with visual artist Hugo Cuellar Ocaptivating black and white animation of Clanyard Bay legend in an living and working in London, having arrived from Santa Cruz, art style suited for the Harry Potter movie. Bolivia, via Edinburgh College of Art. Fable Whisky brand story centers on the Scottish legend of the Gpstudio spent around six weeks refning character designs. Ghost Piper of Clanyard Bay, weaving that narrative into the whisky Actor Jeff Rawle who plays Amos Diggory, in ‘Harry Potter and the brand experience. Goblet of Fire’ provided the voiceover for the brand’s home page animations.The agency also worked with composer and sound effects “We always felt when we working engineers Salvatore Schiano and Simolab Creative AV to create a captivating story that resonates with consumers while making on large campaign it was the brand the experience of drinking whisky more engaging. Each chapter of Fable’s corresponds to different distillery releases and stories. The manager who took all the credit, brand strives to disrupt the market, create collectible products and when it was the agencies that are engage customers in conversation about its labels.up until 10 pm to deliver on time”Rich storytelling with simple designsIn terms of packaging, the story is printed on an A5 paper that goes The story is set in a small Scottish settlement near Stranraer around the bottle. The paper appears as if it was ripped out of a where eerie screams echoed on stormy nights by a sea cliff. A hollow cave stood untouched until an old piper and his dog ventured inside. As the piper played, the sound faded, and only the dog returned. Deep underground, the piper persisted despite the fairies’ curses. He reached the cave’s center, still playing. Enraged, the fairies trapped him with mazes. The piper vanished, the cave’s entrance disappeared, but a faint melody of pipes can still be heard from the depths at the cliff’s edge.The animation fades to black leaving visitors with one question: What happened next to the Ghost Piper of Clanyard Bay?Single-cask and blended malt whisky bottler, Fable Whisky brings together artists to breathe new life into Scottish myths while offering hand-selected single malts. To know what happened next to the piper, customers have to buy chapters or ranges of whisky.With each range of whisky customers buy, they unlock a new chapter of the Clanyard Bay story. The labels feature characters and references from each chapter.Old tale with a new twistFounders and scotch whisky industry veterans Calum Lawrie and Andrew Torrance worked with London-based design agency gpstudio and collaborated with an exceptionally talented collection of artists to tell the story of The Ghost Piper of Clanyard Bay. The story is woven seamlessly through the brand, marketing and label designs. Each of the bottle’s labels features illustrations from chapters or whisky ranges expertly curated by the brand and artists. Each collection takes customers further in the adventures of the Ghost Piper.Chris Poulton, partner and chief brand director at gpstudio says: ‘We wanted to enhance the idea of sitting around a campfre and telling stories together, every time somebody told a story, it always gets slightly embellished. So, we quite like the idea in terms of, well, why don’t we tell a story about a Scottish myth? But why don’t we then put our own spin on it? We did a lot of research on labelsandlabeling.com