Hojo, on the north side of Matsuyama, Ehime, overlooks the naturally rich Seto Inland Sea. ‘Kufufu’ has cultivated various types of Jerusalem artichoke and processed and sold products made from them in the area. We were involved in the various designs for the entire brand, from its logo to the packages, labels, leaflets, and so on.

In the hope to help improve the circulation of the mind and body, each product incorporates the natural flavour and aroma of plants and the elements with health benefits into our daily life. The designs harmonise with the client’s unpretentious attitude.

Blessed with history, culture, and rich nature, this area in Ehime is also known as ‘Kazahaya’. This is the inspiration for the design based on the image of the grass swaying with the winds. While expressing the openness and unadorned naturalness of the region, much consideration was given to conveying a high sensitivity by maintaining the subtleness. The logo is also composed of the motif of the swaying grass, and a font with a letterpress-like texture that adds softness to it. The labels are printed in monotone and in the same size, in consideration of the efficiency of the operation of business. Allowing the design to have a friendly look of the local region, we also had wider marketability and consumers in mind and finished the design with a ‘glocal’ standard