Fable partners with pet bakery in good thyme to deliver a charming and courier-proof packaging

Having launched during COVID, in good thyme was born from an unexpected turn of events and a realisation that Singapore was lacking good quality but affordable pet treats. Conceptualised and made by the mother and daughter team of Chloe and Fong Wu, the duo’s hand-prepared treats (mini crustless quiches, chicken granola bites, freeze-dried snacks in the shape of a nigiri!) have taken Singapore’s pets by storm. With a focus on widening their sales, they approached design consultancy Fable to elevate their image. “We had two primary goals for the new look,” the pair tell us. “First was the functional aspect, where we needed new packaging that was retail and wholesale-ready and could withstand international shipping and handling. Second was a need for an aesthetic upgrade –  we wanted a more refined, sophisticated and professional look that reflected the attention to detail and pride that we put in our work.” With these goals in mind, Fable’s design refresh maintains a playful yet practical approach across two styles of packaging – a robust cylindrical tube and a distinctive box with circular cut-outs. The use of sustainable kraft boxes not only ensures the treats stay fresh and secure during delivery, but further enhances the organic look and feel, reflecting the homemade nature of the treats, while an off-white coloured label elevates the overall visual appeal. The decision to include cut-outs serves one extra purpose – to provide a window to a delightful group of pet illustrations! Jumping, eating, playing, resting – by focusing on the body language of pets, Fable picked poses that convey a sense of movement and highlight their loveable, playful nature. “We aimed for our illustrations to resonate with pet owners, capturing feelings of joy and warmth,” Art Director Ruo Ting explains. To add an extra layer of depth, the illustrations feature a bitmap texture – bringing a tactile quality, akin to the softness of a pet’s fur. “We also further turned these illustrations into GIFs and assets for the client to send to their customers on various chat apps,” Founder Jiahui Tan adds.