Founder · Creative Director
I am sorry to say I don’t have any favourites.
Many people love to talk – the rest of us just show up and work.
I am a firm believer in exploration.
I think fear is an inevitable necessity that propels people to compete and create better work.
We have always been type and motion-centric.
The question is how can everyone grow together?
Will it be out of trend one day? Let’s see.
Print and bookselling are slowly becoming a tough business in Singapore, with everyone going online (Pinterest, Behance) for inspiration.
We have always approached design with intent and not just trendiness.
Black and white bring out the intention of the execution best.
The Brand Identity interviews Fable founder Jiahui Tan about the launch of Fable Type Foundry, a new venture from the Singapore-based design consultancy. The discussion explores their journey into type design, the creation of typefaces such as Tenet and Genie, and insights into Singapore’s growing typography scene. Tan shares reflections on learning, experimentation, and the philosophy behind their approach to custom and retail fonts.
The Brand Identity interviews Singapore-based studio Fable about their growth and the story behind The State of Print exhibition. Creative director Jiahui Tan and designer Ruo Ting discuss the studio’s evolution, their type and motion-led approach, and the collaborative process behind the exhibition. The project celebrates print’s relevance in a digital age through bold typography and community engagement.
Singapore-based design studio Fable collaborated with Basheer Graphic to create 'The State of Print,' a hybrid digital and physical project exploring the evolving relationship between print and digital media. The project includes a book and an interactive website featuring AR, QR codes, and motion graphics, designed in a minimalist black-and-white aesthetic. Founder Jiahui Tan emphasizes the intent-driven design and educational purpose behind the project.