Kikuichi has been making blades in Japan since 1261 which means the design challenge is not inventing who they are, but making sure the world sees it clearly. Since 2021, I have been doing exactly that, working across packaging, social media, product photography, ecommerce, and marketing campaigns to bring a 750-year-old brand into sharp contemporary focus. It is the kind of project that asks you to hold two things at once: deep respect for something ancient and handcrafted, and a clear eye for what a modern luxury audience actually responds to. I love that tension, and it shows up in everything I make for them.