fai* chittayasodhara
fai* is Thai multidisciplinary designer currently based
in NYC, bridging typography, visual systems, and digital product experience.
fai* is Thai multidisciplinary designer currently based
in NYC, bridging typography, visual systems, and digital product experience.
Project: Retail Typeface
Company: Cadson Demak.co.,Ltd
Country: Thailand
Released: 2025
Supporting Language: Thai, English, Catalan, Danish,
German,Spanish, Finnish, Filipino, French, Indonesian,
Italian, Malay, Dutch, Norwegian, Portuguese, Swedish,
Vietnamese
Roles:
Type Design, Type Drawing, Historical Researching,
Promoting Artwork, Content Researching and Writing
Tools:
Glyphs 3, Adobe Illustrator
Find out behind ‘Girls’ Typeface here:
Font & Center Series: Boys & Girls
to hear a cacophony of details.
Back to my position as a type designer in Thailand, this retail project brought me a spatially area for hypotheticals on relationship of white space; the counterform. Girls is held on meticulous componential system, which is hidden on each curves drawing. Those sidelines of letterform gradually revealed the harmonization, how whiteness in space gathers between strokes, parallelized terminal endings in same angle cut, reciprocal shape in both bloat and tapered form. Also the subtle flared-serifs and opened-up terminals settle human feelings while reading, sharing structure to calibrate the voice in both Thai and Latin letterforms.
Girls are now available in 9 weights, 9 styles, from thin to black,
in both Thai and Latin letterforms
each letter. To refine the white shapes, small details were adjusted across terminal endings, creating a sense of parallel movement when the typeface is used in both Thai and Latin.
Each cutting edge was tested through actual typing, allowing the letters to find a balanced harmony when they sit next to one another.
Semi-serifs are another key configuration of Girls. Instead of using full serifs, the typeface reduces them into half-side flares, creating subtle eye-leading indicators within each letterform. In Thai letters, these semi-serifs also function as concealed loops, helping users navigate the characters more clearly and preventing confusion between similar letterforms.
Possibilities of ‘Girls’
Girls explores a way of drawing type that begins with white counterforms. Rather than treating negative space as a result of black shapes, the project considers white rhythm as the foundation of the letterform system.
In the Thai script, Girls avoids a Latinized approach. It instead reinterprets traditional Thai features through sharper terminals, semi-serifs, and concealed loops, allowing the typeface to carry Thai heritage while still feeling contemporary.