— PROJECT TYPE

Branding, content strategy, tone & voice style guide

— ROLE

Sr. Copywriter

— TONE

Premium, whimsical, witty, charismatic, welcoming but not overly friendly

— DATE

2025

Alright, alright, alright. This isn’t your average THC cocktail. You know the one. The drink that markets as an Aperol Spritz dupe and it’s simply a seltzer with the slightly whisper of orange and an unpredictable buzz that sends you to the moon.

Not this can. This is a premium THC experience (wow, they do exist?!). Crafted with real fruit juices and the right amount of THC + CBD, Fable was able to achieve something unlike any of its copy-cat canned competitors: a real original cocktail. And a damn good one at that.

The problem? Their voice wasn’t being heard by their target audiences. So we went in to give a little revamp to their story – err, or should we say, fable?