MUJI: Simple Living
BRAND
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MUJI was founded in 1980. Its origin was a thorough rationalization of the manufacturing process with an eye to creating simple, low-cost, good quality products. Specifically, we reexamined products through three lenses: material selection, inspection process and packaging simplification.
PROBLEM
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MUJI’s goal is to give customers a rational satisfaction, expressed not with, “This is what I really want” but with “This will do.” In fact, it may even incorporate resignation and a little dissatisfaction. MUJI’s goal is to sweep away that slight dissatisfaction, and raise the level of the response, “This will do” to one filled with clarity and confidence.
INSIGHTS + CHALLENGES
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MUJI is well known and very popular for its stationary line to be well crafted and priced well. There are currently no existing catalogues on their stationary and office supplies.
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Minimalism has gained mass popularity in mainstream culture. Capsule wardrobes and interior design styles have been explored in social media and blogs for years.​​
SOLUTION​
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MUJI emphasizes simplicity and functionality in everyday life. This textured catalogue serves as an introduction to their stationary in a well-crafted mailer. The satisfaction of holding textured paper embodies the same "this will do" confidence the MUJI brand instills. The photography features textured backgrounds as a statement to the brand’s efforts in their material selection process.
The QR code opens to a new feature on the MUJI page for posts and articles about organization and sustainable living for people to start following the MUJI ideal:​
Simple Living.