The Herbalist

A considered approach to luxury botanical wellness.

The Herbalist engaged Fable Form to bring their new Hotel + Spa collection to life. The brief called for a refined neutral tone that could sit seamlessly alongside their existing palette, while introducing something quietly fresh. The colour direction was carefully considered in response to interior tile samples supplied by their accommodation partner, ensuring the collection feels at home within thoughtfully designed spaces.

The project spanned subtle refinements to the existing logo and submark, the introduction of new colour ways, a refreshed typography system and packaging design across the range. Print finishes were also sourced and tested to achieve a soft, waterproof matte finish that reflects the elevated, sensory nature of the collection.

The result is beautifully considered evolution for the brand, designed to feel calm, cohesive and quietly luxurious.