January 2014 ~

“The NuRIE” brand was created in collaboration with the stationery manufacturer MARUAI. We have been involved in the whole process from the planning and development all the way to the branding of the products. We have demonstrated a new form of art through “NuRIE”, i.e., huge coloring sheets with unique drawings which also encourage communication between the painters.

  • Art Direction
  • Branding
  • Event Organization
  • Graphic Design
  • Illustration・Animation Design
  • License Management
  • Structuring・Editing

“Many stationary stores sell products such as huge boxed drawing paper rolls targeted at professionals who want to buy the paper by length. “NuRIE” is produced by redesigning those paper rolls for general consumers with drawings printed thereon. “NuRIE” coloring paper is so large that multiple people can color it together at the same time. The concept became clear when we realized that “NuRIE” could be a communication tool as well. From that point on, SwimmyDesignLab developed the details of the products to pursue this concept. For example, we suggested that the drawings follow a story to facilitate conversation, and that the patterns be attractive both for children and adults. This also helped form the framework of the brand. The target consumers of the original NuRIE products may have been completely different from those of existing coloring books, considering the stylish and “giftable” design box However, our unprecedented branding has been very successful, leading to the development of many other new products for NuRIE lines, including coloring scrolls, boxes, and cloths. We are very pleased to see so many people have taken to the NuRIE brand.”