Tailored service, opulent luxury, and an ambition to exceed standards defined the creation of Fable, a boutique hotel brand offering immersive experiences for discerning, independent travellers. Set within unique heritage buildings with contemporary fit-outs, the brand balances classic elegance with modern refinement. Rooted in the idea “be the memory,” the name Fable evokes storytelling and lasting impressions.

A crafted wordmark is paired with a mythical avatar, Ava, who embodies the spirit of the brand. Rich in symbolism, Ava references leadership, adventure, hospitality, and storytelling through elements such as the huia, seashell, compass, key, and book, alongside a nod to CPG Hotels’ twin lions. Used sparingly, Ava becomes a waypoint throughout the guest journey, with a simplified cameo extending her presence across brand touchpoints. A refined colour palette, premium materials, and considered typography balance lush detail with functional clarity. An elegant serif supports playful brand moments, offset by a refined sans serif for utility. Thoughtful collateral, including gold pens and bookmarks, reinforces storytelling and leaves guests with a tangible memory of their experience.