SAKURA craft_lab 001 & 002
Product Development And Branding Service
SAKURA craft_lab was a concept born completely out of CIA’s comprehensive branding service. It began with defining Sakura’s brand DNA, subsequently generating the SAKURA craft_lab concept. It progressed with planning and developing the actual products, and proceeded still with the executions of advertising and marketing.
It started with the release of the SAKURA craft_lab 001, which was the embodiment of “New Nostalgia”. It was ideated as an “Evolving Pen”, a high quality and practical instrument that not only matured just as the first audience of Sakura did, but its brass material also continues to evolve in the hands of its users, providing them a redefined sense of aging along with a beloved tool.
The SAKURA craft_lab 001 won the 2018 Grand Prize for Stationary Shop Award for its design, while its successor, the SAKURA craft_lab 002 — a casual yet elegant design inspired by Sakura’s Coupy-pencils — was awarded with the 2018 Japan Good Design Award.