Jiahui Tan
Founder, Creative Director
In their own words
We also further turned these illustrations into GIFs and assets for the client to send to their customers on various chat apps.
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.
Articles & interviews4
- Fable Redesigns Pet Treat Packaging for Retail and International Shipping
Singapore design consultancy Fable refreshed the identity and packaging of in good thyme, a mother-and-daughter pet-treat bakery. The new courier-proof system uses cylindrical tubes and sustainable kraft boxes with circular windows, off-white labels, textured pet illustrations, and Cardo and Glacial Indifference typography. The illustrations were also adapted into sticker sheets, GIFs, and customer messaging assets.
- Presenting Fable Type Foundry: the Singapore-based design consultancy try their hand at typography
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.