Duong T®an

A chill Vietnamese Graphic-turned-Type Designer sharing his works and passion.

Services

• Custom Typefaces
• Vietnamese Diacritics Support
• Lettering/Logotype

Shop

The typefaces are currently W.I.P, but feel free to license it! You'll get all future updates for free.

Available on Future Fonts
Email for support: hi@dgtran.com

Info

I’m not a researcher, though I love digging into things—that’s where ideas usually start.

I’m not a collector either, but I can’t help keeping old stamps, books, specimens, and tags around for inspiration.

I'm not a calligrapher, though I love drawing calligraphic forms.

I’m sometimes a typographer, and I love playing around with it.

I’m a graphic-turned-type designer based in Hanoi, Vietnam. I love crafting letterforms that sit somewhere between precision and emotion—making functional design feel a little more poetic. My work has earned recognition from the Type Directors Club, D&AD, It's Nice That, Creative Boom, Behance, and more.

By day, I’m at @B&A Design Agency. But by night, I’m all alone geeking out over letters.

[→Profile]

Instagram

Behance

Sun, Nov 30, 202511:13:34 AM

Ino Sans

[Back]

A more refined typeface for a household goods brand. Our goal was to enhance Inochi’s spirit and brings their tagline—Beside you every day—to life.

2024, Custom Typeface, B&A Agency, Inochi

Photo from Kênh 14

In late 2023, I was commissioned by B&A to design a bespoke sans-serif typeface for Inochi, a household goods brand. Our goal was to enhance Inochi’s spirit and brings their tagline—Beside you every day—to life.

First things first, I need to understand what is "Inochi", and how I could translate their tone of voice into the type. To be honest, I hadn’t looked deeply into the brand before this project. I didn’t even realize they were a premium household goods brand. And I even thought they were from Japan—this point may be a good sign of the branding work.

Motions from B&A Agency

After reviewing the old brand typeface—Averta, we agreed that there were quite a few redundant details that needed to be removed. The new typeface also had to capture the premium feel that was previously missing.

I started by defining the Inochi typeface's genre. Their logo's geometric shapes pointed to an industrial, functional feel, aligning with their products. However, to avoid a cold, mechanical look, I focused on embodying the brand's essence: quality, care, and everyday presence.

This led to the name InoSans—a blend of "sans-serif" and the Japanese "Sans." I envisioned it as a mix of friendly grotesque and clean geometric styles, aiming for a universal, approachable tone.

The capitals are subtly narrower compared to the lowercase to optimize spacing—especially on packaging, where the typeface is most frequently used.

InoSans brings a warm and playful vibe with its rounded, creative details—taking inspiration straight from Inochi’s product design and brand spirit. Its open terminals, unique textures, and unconventional proportions contribute to a distinctive and unpretentious character.

Available in upright & italic styles, and with two optical sizes, InoSans offers optimal versatility for a wide range of applications.

Let's not forget about Vietnamese diacritics, which were carefully adjusted and optimized to fit within the line height.

You can check out the full amazing showcase of the Inochi brand by B&A Agency below—it’s just Volume 1, since they’ve done so much works on this branding project.

View More

Related Case Studies

↦ The Hon Project, Typography & Packaging, 2025