FABLE is a luxury tea house that bridges 19th-century botanical heritage with contemporary design sensibilities. Rooted in the philosophy of “Nature, Edited,” the brand’s identity revolves around an anthropomorphic aristocrat, a distinguished bird guardian who embodies craftsmanship, refinement, and the stewardship of a premium tea blend.

Creative Direction
The vision was to build a visual dialogue between the intricate botanical archives of the 1800s and the clean, curated demands of the modern retail shelf. The “Bird Aristocrat” serves as the brand’s emblematic figure, a custodian of quality and legacy, symbolizing both tradition and discernment.

The identity balances heritage and modernity through a high-contrast serif typeface that anchors the brand in tradition, complemented by an airy, editorial layout that introduces clarity and restraint. The palette, Deep Olive, Estate Cream, and Champagne Bronze, was carefully curated to evoke a sense of quiet luxury, understated elegance, and timeless sophistication.