A printed and digital literary journal.
The Fabulist is Aesop’s literary blog, with essays and stories from some of the top writers from around the globe. Aesop wanted to add value to this sub-brand, which was getting a bit lost in the greater context of Aesop digital.
We rethought the design of the micro-site and also created a printed takeaway as an in-store, physical companion piece, something that could be updated monthly and is easy to print, but which also feels special and crafted.
The design of the takeaway has the generic feel of a manuscript, as if we're being given access to an early, unadorned proof of the work. Each piece features a current story, which literally unfolds as the reader opens the piece. The reverse side has a poster that uses key photography from the site.