I first heard about my friend Tokunaga’s intention to carry on his father Ryu’s activities in Ishinuki during the summer of 2022. At that time, he asked me to help convey his activities and provide design support. Over the course of a year and a half until the project launched, Tokunaga and I conducted interviews with those involved in the village, documenting agricultural experiences and activities. Through numerous meetings, Tokunaga and I bounced ideas back and forth, gradually solidifying the vision for the project, which led to the birth of the project name “ATARASHISATO” This name embodies not only the preservation of the “hometown” for longtime residents but also the discovery of the value of local resources for newcomers, aiming to create a sustainable new form of village.
“ATARASHISATO” encompasses various projects, such as utilizing the mountain forests and selling sweets made from locally harvested crops, thus, I designed a symbol mark that symbolizes the elements of the landscape of Ishinuki village. Additionally, the website I created will serve as a foundation for disseminating the activities of future projects.
In my imagination, the goal of “ATARASHISATO” is to creatively discover new values in the village through experimentation. Tokunaga’s approach to creating a welcoming environment with low hurdles for anyone, even those experiencing village life for the first time, resonates deeply with the ethos of the Tokunaga family since the Edo period. I look forward to continuing to support this endeavor.

We organized a three-day event called “SATO CAMP” to experience the village of Ishinuki. First, I created flyers, leaflets, and certificates with embossed vein patterns to excite children. During the event, we completed the “Ishinuki Wildlife Guide” with children by recording creatures, and we also planned activities such as making water guns from bamboo on the premises. Despite the short time, it was a three-day period where children also grew resiliently.

Rice farming households have decreased over time, leading to an increase in fallow rice fields. However, in Ishinuki, traditional rice farming utilizing the mountainous terrain and pristine river water is practiced, producing pesticide-free rice. The project “Clear Rice” aims to allow participants to experience the process of rice cultivation firsthand, fostering a sense of “clearly” where individuals can appreciate that the rice they consume is grown without fertilizers or pesticides. Despite the perception of rice farming being challenging, the project aims to make rice cultivation accessible to anyone while balancing their regular work. Even as a first-time participant, I learned to operate a tractor.

To encourage people to consider how rice is produced, I designed a logo inspired by rice bags. The center of the bag is transparent, allowing a view of the landscape on the other side, symbolizing transparency and the connection to the village beyond.

Sato no Cake offers handmade sweets with a simple and gentle taste made from locally harvested seasonal ingredients and additive-free materials. They primarily sell their sweets through weekend reservations on Instagram.

The logo design for Sato no Cake was inspired by the image of a “bamboo basket” representing local ingredients and the whole pie of the product. On the shop card, I express their brand’s heartfelt sentiments through rustic hand-drawn illustrations themed around seasonal local ingredients, embodying the logo.

Despite the predominantly elderly population in the area, we have been gradually attracting new fans, particularly in the 30s and 40s age group, through Instagram.

-> ATARASHISATO Web Site

-> Sato no Cake Instagram