A mailer for MUJI's stationery products.

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The Challenge was how to encourage more people to buy MUJI products that look so plain compared to other brands. But then I realized, there's a huge niche for minimal living and I had a great introduction to their products using the popularity of their stationery.

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MUJI emphasizes simplicity and functionality in everyday life. They value transparency and it is represented through all their products using recycled, raw scrap material. This catalog was created with those values in mind, using simple and effective layouts, and straight-to-the-point copy. The photography feature textured backgrounds as a statement to the brand’s efforts in using scrap raw material.