We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Kikumi Yoshida ("KY").
Kuuché Design is a design studio that bridges local culture and creative expression. Based in Ehime, Japan, they explore ways to convey a place’s identity through branding, packaging, and visual storytelling. The studio regularly hosts workshops and engages with community projects, aiming to empower small businesses and celebrate the unique resources of rural regions. With a focus on quiet yet impactful design, Kuuché Design turns invisible values into visible form.
Kikumi Yoshida Designs
We are pleased to share with you original and innovative design work by Kikumi Yoshida.
Kikumi Yoshida Design - Kinokomeshi Packaging
Kikumi Yoshida Design - Vegetable Box Packaging
Kikumi Yoshida Design - Hagata Farm Pickles Packaging
Designer Interview of Kikumi Yoshida:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
KY : I’ve always loved drawing since I was a child. As I continued to create, I began to wonder how I could use this skill to contribute to the world, and that naturally led me to pursue a path in design. Becoming a designer felt like a way to turn what I love into something that could serve others.
DI: Can you tell us more about your company / design studio?
KY : My studio is based in Ehime Prefecture, Japan, but I work with clients from various regions. I provide design solutions that help move their businesses forward—ranging from websites and packaging to signage, business cards, flyers, and logos. Rather than simply fulfilling requests, I aim to add extra value by offering proposals and ideas that go beyond what’s expected. I try to visit clients on-site whenever possible, listen deeply to their stories, and communicate with care throughout the process.
DI: What is "design" for you?
KY : To me, design is something that helps move a client’s life forward—not just their business. It’s a way to take their thoughts and values and shape them into something tangible that can be shared with the world. Good design is not just decoration; it’s a bridge that connects people with purpose.
DI: What kinds of works do you like designing most?
KY : I especially enjoy packaging design because it directly connects products with people, and it often carries the story of the maker. Designing packaging allows me to create a tactile experience that reflects both the content and the values behind it.
DI: What is your most favorite design, could you please tell more about it?
KY : It’s hard to choose just one, but I feel the most attached to the projects that I developed over time with my clients. Working closely together through every stage—listening to their thoughts, revising details, and finding the right direction—creates a deep sense of connection and satisfaction.
DI: What was the first thing you designed for a company?
KY : The first packaging design I created after becoming independent was for Hagata Farm’s pickled vegetables. It was a meaningful start, as the client trusted me from the beginning, and I was able to fully engage in the concept, visuals, and production process.
DI: What is your favorite material / platform / technology?
KY : I’m drawn to techniques like letterpress printing, where you can truly feel the texture and materiality of the design. These analog methods bring out the physical qualities of the material and add a tactile dimension that digital techniques sometimes lack.
DI: When do you feel the most creative?
KY : I feel the most creative when I’m talking directly with clients. Their stories, struggles, and values often spark ideas I couldn’t have come up with on my own. These conversations become seeds that grow into unique and thoughtful designs.
DI: Which aspects of a design do you focus more during designing?
KY : I focus on discovering what makes the client unique, and how far I can bring out that charm through design. I also pay close attention to whether the texture and materiality are effectively conveyed.
DI: What kind of emotions do you feel when you design?
KY : I feel excited and happy. I truly enjoy the process, especially because I look forward to seeing the client’s joyful reaction.
DI: What kind of emotions do you feel when your designs are realized?
KY : I feel a deep sense of gratitude. After delivery, I sometimes feel a bit of emptiness as I recall the memories and communication shared with the client, but knowing that my design will be of service to them makes me proud.
DI: What makes a design successful?
KY : When the client is genuinely pleased. And beyond that, when the design receives positive feedback and creates real impact.
DI: When judging a design as good or bad, which aspects do you consider first?
KY : I start by asking myself: “Would I want this if I saw it as a consumer?” That first impression is critical. I value the instinctive desire a design can spark when seen from the consumer’s perspective.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
KY : I believe it is our responsibility to suggest environmentally friendly materials and avoid excessive packaging. More than anything, I try not to create designs that are simply for consumption without meaning.
DI: How do you think the "design field" is evolving? What is the future of design?
KY : The rise of AI is significantly influencing the design field. As designers, we must constantly ask ourselves what only humans can do, and what it really means to express something through design. I believe we should embrace AI’s strengths while finding new ways to support clients meaningfully through human-centered creativity.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
KY : My last exhibition was in October 2023 as part of a competition hosted by CCE, a design collective in Ehime, Japan. My next exhibition is planned for summer 2025 as a celebration of the recent design award. It will take place in a sunflower field managed by one of our client farmers. We’ll roll out a red carpet and invite all the people involved in the project and the local community to celebrate together.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
KY : I try to immerse myself in the things my clients see every day—whether it’s their tools, their fields, or their shop shelves. By understanding their environment, I can better align with their challenges and translate that into design.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
KY : My style emphasizes materials and aims to engage not only the eyes but also the other senses. I am particularly drawn to tactile techniques like letterpress printing. My grandmother, who had poor eyesight, inspired me to think beyond visual communication. Though she has passed away, I often ask myself whether my designs could still reach someone like her. That’s where my style began.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
KY : I live in Ehime Prefecture, Japan. Local culture—especially the traditional festivals and their vivid decorations—has clearly shaped my aesthetic sense. One advantage of designing in Japan is the deep appreciation for craftsmanship and subtlety. However, the downside is that in rural areas, design is often undervalued or misunderstood, so we need to work harder to communicate its true value.
DI: How do you work with companies?
KY : I start by listening carefully to the challenges my clients are facing—not just surface-level issues, but also their values and motivations behind their business. From there, I reflect those insights into the design in a thoughtful and intentional way.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
KY : I suggest choosing someone whose values align with yours. It's important to understand what the designer prioritizes in their work and whether that resonates with your own approach.
DI: Can you talk a little about your design process?
KY : I generate design ideas through client meetings and research. I then refine the concepts together with the client through careful discussions, adjusting the work until we reach the most suitable outcome.
DI: What are 5 of your favorite design items at home?
KY : I keep samples of packaging, flyers, ceramics, paper, and printed materials collected from various regions. They inspire me with their texture, color, and cultural character.
DI: Can you describe a day in your life?
KY : On weekends, I try to step away from design—visiting the library, baking bread, or spending time in nature. On regular days, I focus on meetings and design production, always making time to talk directly with clients.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
KY : Talk to your clients as people, not just as clients. Get to know their values, ideas, and stories. Even casual conversations help you understand what matters most to them—and that’s what should guide your design.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
KY : One of the positives is being able to express both the charm and challenges of a client through design. A downside is that I sometimes get so immersed in the work that I lose track of time—it’s enjoyable but can be all-consuming.
DI: What is your "golden rule" in design?
KY : Stay honest. Don’t decorate for the sake of it—design should serve a purpose and reflect something true.
DI: What skills are most important for a designer?
KY : Communication skills. Being able to listen, ask the right questions, and collaborate openly is just as important as visual talent.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
KY : I mainly use Adobe software. I also refer to books and websites, but I try not to limit myself to any single source of inspiration.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
KY : Designing can sometimes be a really time-consuming task, how do you manage your time? I set deadlines for each task and try to stick to them as much as possible. I also manage my schedule using a physical planner to stay organized.
DI: How long does it take to design an object from beginning to end?
KY : It depends entirely on the nature of the project. Some may take a few weeks, while others require several months of collaboration and refinement. Regardless of the duration, I always aim to approach each project with care and attention to detail.
DI: What is the most frequently asked question to you, as a designer?
KY : People often ask me, "Where do your ideas come from?"
DI: What was your most important job experience?
KY : The three award-winning projects I recently completed are certainly among the most memorable. What made them special was the deep collaboration with each client throughout the entire process. Beyond those, any project where I was able to work closely with the client to shape something meaningful has remained vividly in my memory, even years later.
DI: Who are some of your clients?
KY : My clients range from farmers and small independent shops to companies and organizations.
DI: What type of design work do you enjoy the most and why?
KY : I enjoy packaging design the most because it serves as a bridge between the maker and the user. It's a way to deliver a story along with the product.
DI: What are your future plans? What is next for you?
KY : I plan to launch a new brand that connects regional crafts and contemporary design. I also want to create a web magazine that introduces the values and stories behind local makers.
DI: Do you work as a team, or do you develop your designs yourself?
KY : I mainly develop ideas on my own, but I collaborate with photographers and writers when needed. As my projects grow in scale, I feel the need to build a more structured team.
DI: Do you have any works-in-progress being designed that you would like to talk about?
KY : I’m currently planning an award celebration exhibition in a sunflower field in collaboration with one of my clients. I'm also working on brand development support for a local company to strengthen their identity.
DI: How can people contact you?
KY : You can reach me via email or Instagram DM. My website’s contact form is currently under maintenance, but I’m happy to connect directly for collaborations or inquiries.
DI: Any other things you would like to cover that have not been covered in these questions?
KY : Design, to me, is not just about visuals — it’s about building trust through dialogue and understanding. I believe that by staying close to people and their stories, we can create work that truly resonates and lasts.