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Typeface Brings Orchid Show to Life
A Font Inspired by Tradition and Creativity
When designing the Orchid Show: India Blooms, Chicago Botanic Garden design manager Wendy Griffiths was inspired by her visit to a textile factory in Jaipur. She knew she needed a font that reflected the beauty and tradition of Indian artistry to bring the show’s theme to life.
“I found this font a year ago and was just waiting for the perfect moment to use it,” Wendy shared. “Its story is so fascinating as it helps preserve the languages and cultural heritage of South Asia. It’s beautiful and pairs perfectly with the orchid designs inspired by traditional Indian block printing.”
The font Wendy chose is from The Typecraft Initiative, a nonprofit organization founded by Ishan Khosla in 2012.
After spending 13 years in the United States, Khosla returned to India and noticed something surprising: graphic design in India often mimicked Western aesthetics. He wanted to change that. Typecraft bridges the gap between urban designers and rural craftspeople, creating display typefaces inspired by India’s rich traditions in tribal art and handmade crafts. Each typeface is not only a piece of art but also a livelihood for the craftspeople involved in its creation.
“The goal,” Khosla explains, “is to celebrate South Asia’s handmade crafts and tribal arts in a modern, digital form—typefaces. It’s about honoring tradition while making it relevant to today.”
Wendy chose the Barmer Katab typeface for the Orchid Show: India Blooms—a font inspired by intricate embroidery techniques from the rural villages of Barmer, Rajasthan.
“What I love most is how Typecraft works directly with artisans to preserve their traditional art forms—even if the craftspeople aren’t literate or familiar with design,” she said.
Want to see more of the design process behind Barmer Katab? Check out photos and learn more here.