Fable Whisky | 159highlights.The label has a QR code with a call to action that takes customers to the website. The complete brand experience is like a spider’s web woven around the Scottish myth and everything ties back to it in digital and printed form. The retelling of the story by individuals creates engagement and interest, sparking conversations and intrigue.Creating from a blank slateWhen gpstudio embarked on its frst whisky label project for Fable, there were no boundaries for the agency. ‘Looking at other brands and their labels, we see their beauty and embellishments, but they are constrained by their established style and framework. It was refreshing for us to have a blank slate and consider packaging from (L-R) Founders of Fable Whisky Calum Lawrie and Andrew Torrancea different perspective, drawing on our experience with fashion labels, food products, and the retail space,’ Poulton explains.“We have this understated, cool Fable’s brief was open-ended: they simply wanted to make a whisky. With that freedom, gpstudio brainstormed and presented product. And I think a simple its ideas, which were enthusiastically embraced. The brand originally wanted to create fve to six labels for its label can be more powerful than whisky but as it developed, it now has more than 15 label designs. The packaging design and illustration used for the brand’s something that’s over embellished”messaging are both simplistic and content rich. Whether they are book. displayed on a large billboard or as an Instagram post, the design The printed monochrome label on the whisky bottles features elements seamlessly work across various media platforms. characters from each of the Chapter or range. Fable Whisky’s labels As the complete branding process took place during Covid, the are simple in design and color, a deliberate choice. whole team found creative ways to get the work done. Lawrie explains: ‘We have this understated, cool product. And we ‘During Covid, we were contacting suppliers and having had pulled out a few different Japanese labels, for instance, that are packaging materials sent to everybody’s home addresses. Everyone quite simple in form, and I think that can be more powerful than involved had to have the same set and we would hold online something that’s over-embellished.’ meetings with an array of bottles, papers and stoppers then Poulton says that when he started working with Fable, the decide which ones we liked. I was quite glad to clear out my house team had to learn a lot about labeling. The agency reached out to when the project was fnished because we accumulated a lot of different converters to understand production possibilities and cost materials,’ Lawrie recalls.limitations. It wanted the labels to have an impactful design while The team took each decision with care when it came to label being mindful of the fact it was a startup brand entering a new type, materials and bottles. The labels are digitally printed with market. Too many embellishments had to be avoided to manage screening varnish and foiling. The Fable cartons are printed in costs. two runs, frst, the standard design is printed and variable data is However, the design team prioritized design over fnishing and printed in the second run. incorporated spot foils and QR codes to enhance communication Due to the impact of Covid, the release of Fable whiskies were and storytelling through the labels. They aimed to strike a balance launched at different times in different geographies. between delivering the message effectively without overdoing ‘It’s interesting to observe how the social media response varies embellishments. This approach made the story stronger and in different regions at different times,’ Lawrie says. ‘It’s like a aligned with the brand’s goal of storytelling. moment of excitement when we see the brand gaining popularity ‘We did not want to deviate from the story and characters. in specifc countries. We realize that they are experiencing it for the They are what brings the label together. I think when you add all frst time, whereas we have been involved with it for a while.’that embellishment, it’s lovely and adds value, but the [website] ‘Recently, we’ve noticed a surge in interest from places like Korea animation is black and white and we wanted to recreate that on and Japan, particularly in the independent cocktail bars of Osaka. the label, so you felt like you had part of the story in your hand,’ Witnessing our brand resonate in such locations is truly remarkable, Poulton explains. and it speaks to the exceptional presentation by gpstudio. While the quality of the liquid itself is excellent, I’ve worked with other Credit where credit is due brands that haven’t achieved such rapid growth, even with Fable, as a brand, is all about promoting the artists and people that outstanding products.’put the effort into the product. Everyone involved in the project The fusion of brand identity and storytelling in Fable has gets a mention on the website. resonated well with customers, Lawrie says. It is appealing to a The brand releases limited edition prints on labels that are signed wide range of demographics. The unique approach has made Fable and numbered. stand out in the whisky market, and the brand’s visually attractive ‘It’s more about trying to promote a community,’ Poulton says. packaging has garnered attention and interest. The customers’ ‘We believe that everybody should be recognized for what they do. positive response has led to inquiries about collecting the full set of So that’s why we said “Hugo, you have to sign the labels. Because Fable whiskies. Overall, the brand has been well-received and has that’s unique to you and we don’t have any issues in promoting found success in several venues, including high-end establishments who you are.”’ Poulton adds. and airports in UK, US and Asia.Lawrie and Torrance have worked with some of the leading whisky brands. ‘We always felt when we were working on large campaign it was the brand manager who took all the credit, when it To learn more about Fable Whisky, visit fablewhisky.comwas the agencies that are up until 10 pm to deliver on time,’ Lawrie Jul - Sep 2023