There is a Japanese inn in Kaga Prefecture called the Beniya Mukayu The "Mukayu" in its name is composed of three Chinese characters from the Zhuangzu and embody the Daoist philosophy of inaction. Here we find a wealth of apparently useless things that turn our values on their head. As a designer, I want to communicate this philosophy, even if only a little. While designing the logotype, I asked photographer Fujii Mamoru to take photos that would capture the elegance of this place. These were not explanatory, documentary photos. Instead he took innumerable shots that capture the special quality emanating from the people who spend time here. These we used in designing the booklet, postcards and copy.