We started with the idea of "creating a product to commemorate the 50th anniversary of COUPY", but nothing else had been decided.
In the past, we had sold limited edition boxes of 100 or 72 colors, and this time we wanted to create a product that was different from the usual "multi-color set".

So, we decided to think about it together with TAM, who we have been working with on various promotions for some time, as well as with people within the company who are in contact with the product on a daily basis.

After a lot of brainstorming, discussions and trial production, I think Re:COUPY has become a product that people can actually enjoy painting, as well as a collection item to mark the anniversary.

We still have a long way to go in terms of developing sales channels and raising awareness, but we want to gradually spread the concept of "coloring books that heal".

We thought that the gentle colors and writing feel of the COUPY could be used not only for children's drawing, but also as a "healing tool for working women", and so we launched the "COUPY Pencil for Adults" project.

In order to convey a different image to that of "for children", we came up with ideas together with TAM, and added the elements of "coloring in", "decorating" and "being able to give as a gift".

After the product was launched, we saw comments on social networking sites such as "it's stylish", "I want one" and "where can I buy it?" from our target audience, mainly women. This was a new challenge for the long-selling "COUPY Pencil" brand, and it was also well received within the company.

When we exhibited the product at stationery trade shows, the Re:COUPY trial drawing booth was always busy with customers. When they actually picked up the product, it seemed to convey the joy of coloring.

In this day and age, when women are making greater inroads into the world of work, I think Re:COUPY is a product that is much needed.

I think the good thing about the Re:COUPY project was that we were able to expand on ideas through brainstorming and discussion with SAKURA COLOR PRODUCTS Co., Ltd.
without immediately turning them into a product at the start of the project.

A product that has traditionally been aimed at children has been transformed into "COUPY for adults". I hope that it will grow into a product that has social significance, and that it will help to heal the many stresses and worries of modern people.

I think that this product is a direct result of the feeling that everyone involved in the project had of "being healed when you color with COUPY".

We actually tried out all the colors by spreading out the 100-color COUPY Pencils, and we all worked quietly on coloring in the prototypes.
I feel that by working together with everyone at SAKURA COLOR PRODUCTS, we were able to clarify what we wanted to convey and what we wanted to communicate.

Through the repeated discussions, I learned that products are created from a variety of backgrounds and feelings. I myself have been familiar with the since I was a child, and that may be the reason why it is still loved today.

I hope that many people will pick it up and experience the newly reborn "Adult COUPY".

*COUPY and COUPY Pencil are registered trademarks of SAKURA COLOR PRODUCTS Corporation.