Our Story

Hug & Fable was born from a shared love of thoughtful design, storytelling, and the small moments that bring people closer.

Co-founders David and Tanya, the creatives behind the award-winning Drifting Bear Co., have spent over a decade creating personalised gifts that capture emotion through craft and design. Their passion for meaningful, tactile products found a new home in Hug & Fable. 

Co-founders Pete and Emma bring the creative energy of Bunker Media to Hug & Fable, pairing years of digital craftsmanship with a deep passion for narrative-led brands. With a background in film, photography, design, and thoughtful brand strategy, they’ve spent their careers helping stories find their audience. Their belief in honest storytelling and beautifully considered experiences made Hug & Fable a natural home for their creativity, and they’re excited to help shape a brand built on connection, craft, and shared imagination.