Fable Whisky – The Ghost Piper of Clanyard Bay

Derrick Lin


Agency: gpstudio
Illustrator: Hugo Cuellar
Location: United Kingdom
Project Type: Produced
Client: Fable Whisky
Product Launch Location: United Kingdom
Packaging Contents: Single Malt Scotch Whisky
Packaging Substrate / Materials: Glass bottle, wax seal, Paper Wrap, Cardboard box
Printing Process: Digitally printed, Foil stamped

Introducing a whisky brand to capture new imaginations. 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’.

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

What’s Unique?
Each Label design is crafted to the character and scene of the story and offers a unique shaped label.