FROM CONTEST TO MARKET

Flow of Thoughts is a new notebook proposal by French designers Emilie-Marie Gioanni and Joseph Chataigner. It won the Grand Prix in the KOKUYO DESIGN AWARD 2022.

The award also had a great impact on both of their subsequent lives. They decided to move to Canada and began their careers as independent professionals. Joseph is currently working an industrial designer, while Emilie specializes in communication and branding strategy.

Meanwhile, Ryo Manome, who is in charge of planning and development at the Global Stationery Domain of KOKUYO Co., Ltd., led the commercialization. In addition to managing the KOKUYO DESIGN AWARD, he also oversaw the product development for Flow of thoughts.

Design That Results in Value as a Product

After the global pandemic struck in 2020, Emilie felt that people are increasingly searching for meaning in the objects. Together with Joseph, who aspired to create designs that prioritized human emotion over industrial design, they developed a notebook inspired by mindfulness---a tool to sort out thoughts.

At the document screening stage of KOKUYO DESIGN AWARD 2022, the design was like a single white path running across a completely black page.

However, during the prototyping phase for the final judging, the design evolved into its current form with numerous curves that resemble scribbles. "We believed it was necessary to create a space that recognizes the noise of daily life---the distracting, negative thoughts---without allowing it to take control," says Emilie.

Reflecting on the evolution of Flow of Thoughts throughout the selection process, Manome, who oversaw the competition, noted, "The change made was not only impactful, but also convincing. Watching the judging unfold, I had high hopes for its success."

The thoughtful design, embodying Emilie and Joseph's desire to help people embrace both the challenges and joys of everyday life to foster greater self-awareness and positivity, received high praise from the judges and ultimately won the Grand Prix.

Reproduce with Meticulous Attention to Detail

Flow of Thoughts began moving toward commercialization in late 2022. Since the work was already highly polished, the only challenge in commercializing it this time was "mass-producing the work without altering its concept," says Manome.

Although KOKUYO has one of the largest notebook production factories in Japan, the need for unique prints on each page set this project apart from typical notebook manufacturing. The commercialization process started with finding the right production partner.

Digital printing was chosen as the production method, and a partner was found to ensure high-quality printing and binding.

Once production was underway, Manome focused on the finer details. Specifically, he meticulously adjusted the binding and ensured that the white lines on the pages stayed perfectly aligned when flipped. "Making millimeter-level adjustments to correct even the slightest misalignments might seem like a distinctly Japanese, or perhaps uniquely KOKUYO way. However, I believed these subtle refinements were essential to preserving the notebook's design concept and ensuring it would be loved as a product."

Enjoy the Freedom of Creativity

Emilie expressed immense pride upon seeing the commercialized notebook. She said, "This is the first time a completely independent project we created has made it to store shelves, and it represents a significant milestone for us."

When asked for a message to users of the notebook, Emilie and Joseph answered the following:

"Flow of Thoughts is a tool designed to help you acknowledge the noise around you while focusing on the positive and encouraging mindful self-reflection. We hope it brings clarity and positivity to your daily life, helping you capture the best moments of your life journey."

Meanwhile, Manome says, "I want you to just clear your mind and face this notebook once. While the concept was developed with mindfulness and journaling in mind, you're not limited to using it that way. You might find inspiration simply by engaging with this unique notebook."

As its name suggests, Flow of Thoughts is a notebook that records your thoughts over time. At the same time, it has the potential to spark ideas and serve as a source of new creativity. By transforming this award-winning design into a product, we hope it will create and spread even greater value in the hands of its users.