Fabled Chase

Our toast to dream-
chasers far and wide

Once upon a time, in the early days of Infantree, we helped our friends at Thistle Finch Distillery with some branding work. Part of our payment came in the form of a barrel of unaged whiskey.

Eight years later, we decided to release a few hundred bottles of our now-exquisitely-aged whiskey. We called it Fabled Chase—a straight rye bourbon dedicated to the relentless pursuit of dreams (and unicorns).

Services Provided

  • Naming
  • Visual Identity
  • Copywriting
  • Package Design
  • Print Coordination
  • Website Design
  • Website Development
  • Photography
  • Product Rollout
  • Art Direction

One of the many beautiful things about this project was that, as a team, we had total creative control of where we’d take it. Surprise surprise, we took it to a very strange place:

a fantastical world of unicorns, goblins, and malevolent buzzards.

Brand storytelling straight from the dark ages

We wanted Fabled Chase to feel like a fairy tale come to life in a bottle of bourbon. And what better way to do that than to create a fairy tale of our own? Each bottle came with an illustrated copy of “The Hunting of the Unicorn”—an original poem recounting one hero’s quest to track down an elusive unicorn.

Whiskey wrapped in a tapestry

The fairy tale vibes also inspired the visual identity. We leaned into rich, immersive illustrations and a dark and moody color palette. And on the packaging, as in the poem, the unicorn always stays one step ahead of his pursuer.

Casting a
spell in HTML

In the final days before the big release, we launched fabledchase.com, where visitors could wind their way through an interactive version of “The Hunting of the Unicorn” and sign up to attend the release party.

The Journey’s End

We unveiled Fabled Chase with a special evening at Thistle Finch Distillery. Guests had the chance to sample the spirit, mingle with the team, and take home a bottle of their own. By the end of the night, only a few cases remained—and shortly after being stocked at Thistle Finch’s retail shop, the last bottles of Fabled Chase were gone forever.