Content
Story
Lifestlye
Identity
Products
Message
MUJI was founded in Japan 1980 as an antithesis to the habits of consumer society at that time
M as aaki K AN AI | President and Representative Director,
Mu j i / R yoh i n Ke i kaku Co.,Ltd.
History
Who
is
MUJI
Ryohin Keikaku Co.,Ltd. or Muji (無印良品 Mujirushi Ryōhin?) is a Japanese retail company which sells a wide variety of household and consumer goods. The name Muji is derived from the first part of Mujirushi Ryōhin, Muji is distinguished by its design minimalism, emphasis on recycling, avoidance of waste in production and packaging, and no-logo or “nobrand” policy. -Our idea of providing products that are truly excellent in quality at lower prices avoids the waste typical of existing products unnecessary functionality, over decoration, and excess packaging. -Innovative ideas based on the consumers viewpoint
What
are
missions
&
MUJI
visions?
The Company’s basic principle is to develop new simple products at reasonable prices by making the best use of materials while considering environmental issues. Total lifestyle concept based on a philosophy of simplicity and practicality. Muji’s natural and simple design complements today’s lifestyles perfectly.
How
has
MUJI
evolve
What
is
the
MUJI
purpose
existence?
of
Muji’s no-brand strategy means that little money is spent on advertisement or classical marketing, and Muji’s success is attributed to word of mouth, a simple shopping experience and the anti-brand movement. Muji’s no-brand strategy also means its products are attractive to customers who prefer unbranded products for purely aesthetic reasons.
To put it simply, it’s because
MUJI conveys a look and
feel that is Japanese in origin. K a zuk o KO I KE | Cr eati v e Di r e c tor
Lifestyle
is
MUJI
a
lifestyle.
a
MUJI
life-oriented
philosophy.
Lifestyle
MUJI andLABO (apparels)
Cafe
MUJI /
MUJI car produced
by
Meal
Nissan
MUJI house
MUJI
Lifestyle
MUJI comKIOSKs (train for
stations
provide
commuters)
MUJI to Go (airport
Flower (sell
cater
to
travel
needs)
MUJI
flowers)
MUJI CampsiteS (connect
customers
with
nature)
Lifestyle
J a p a n e s e C
u
l
t
u
r
e
•
compact
•
clean
•
minimalist
•
eco-friendly
•
quality
Lifestyle
MUJI ION
Lifestyle
MEAL
MUJI
Lifestyle
The
heart
of
Muji
Japanese
design
concept
is
the
of
“Kanketsu” The concept of simplicity”, aiming to “bring a quiet sense of calm into strenuous everyday lives Kanketsu means simplicity. True simplicity is often achieved through a complex process.
Simple
complex process.
solutions
from
MUJI is an empty vessel. Its products fit into the context of every lifestyle, regardless of whether the person is old or young, male or female. Keny a HARA | Ar t Di r e c tor
Identity
APPRECIATIVE
ATTRACTIVE
DOWN TO
EARTH
EXPLORATIVE INHABITED
STRAIGHT FORWARD
Identity
2
0
0
3
MUJI Horizon Kenya Hara, Ad design by Kenya Hara; photograph
by
Tamotsu
Fujii; graphic design by Yukie Inoue and Izumi Suge. Photo Š
Hara
Design
Institute.
Identity
COMPULSIVE DRIVEN
MODERN
EXPLORATIVE INHABITED
SIMPLE
WATCH
Identity
2
0
0
5
MUJI Campaign presents a collaboration between
traditional
Japanese
tea rooms and MUJI’s white porcelain teacups and rice bowls.
Identity
MODERN DOWN TO
EARTH
STRAIGHT SIMPLE
FORWARD
Identity
2
0
0
6
MUJI MUJI
whole emergence and
growth can be understood through product.
any
individual
Identity
APPRECIATIVE
MODERN
RELIABLE
STRAIGHT SIMPLE
FORWARD
Identity
Corporate colours Pschology
Identity
Identity
MUJI IS A NATURAL Watch
Wheat Straw MUJI Competition winner
A WARDROBE SPEAK VERY MUCH OF A PERSON’S PERSONALITY Watch
Identity
APPRECIATIVE
COMPULSIVE DRIVEN
ATTRACTIVE
MODERN
DOWN TO
EARTH
RELIABLE
EXPLORATIVE
STRAIGHT FORWARD SIMPLE
This is why
MUJI products blend into a
nuetral image.
MUJI tries to create a background that at first glance seem commonplace, rather than something that stands out N a o t o FU KAS AWA | P r od u c t Des i g n er
Products
“MUJI
aims
to
raise
the
standa
extent
p
rd
of
‘enough’
ossible.
”
to
the
greatest
Products
Good
products prices
with
at
affordable
reasons
Simplication of packaging
Plain plastic wrap
No printing, just the label sticker
Products
Good
products prices
with
at
affordable
reasons
Selection of materials Earth-friendly and recycled materials Pay attention on the raw materials “Space-saving solution for compact living�
Products
Good
products prices
with
at
affordable
reasons
Streamlining process “MUJI is nonbrand, but also nonfunction. No added function� Collaboration with customers to plan their products
Products
Note
e
Cafe Products
nough? MUJI
Products
Do
you MUJI
wa
V
ant
more?
Village
MUJI’S marketing is not about making products
that
respond
generously
to
people’s desires. It’s about creating a new market by changing the quality of people’s appetite for living, and influencing the shape their desires take. Keny a HARA | Ar t Di r e c tor
Message
Br a n d ing S tr a teg y
MUJI becoming an international brand is ‘accidental’. Ironically, MUJI is known to be ‘anti-brand’ as they believe that a logo or brand name is extraneous & futile to their consumers. MUJI believes that they should invest on creating better designs at affordable prices instead of spending on brand building and advertising.
Despite its ‘anti-brand’ philosophy, MUJI is identifiable as a brand by these four factors: • style • simplicity • value • uniformity
style Message
simplicity
value
uniformity
Message
Ma r k e t i ng S tr a teg y
MUJI evokes ‘emptiness’ in their ads. It conveys a message that MUJI is ‘Nothing yet, Everything’.
‘Horizon’ Campaign Uyuni Salt Flats, Bolivia, poster, 2003
Message
‘Horizon’ Campaign Mongolia, poster, 2003
Message
MUJI
communicates
its
messages by carrying out a unique
marketing
strategy
called ‘Blue Ocean Strategy’. Blue
Ocean
Strategy
defies
conventional marketing. It is the pursuit of differentiation and low cost. It creates new market space and makes competition irrelevant.
MUJI’s
‘anti-brand’
makes other
it
stand
branded
philosophy,
out
amongst
goods.
Instead
of advertising fervently, MUJI’s subdued
approach
made
it
gain popularity amongst cynical consumers. MUJI does not meet it’s target market’s
desires.
consumer’s desires.
It
CREATES
Message
MUJI Notebook
MUJI’s marketing strategy is to make people say “This will do”...
X-brand Notebook
... NOT “I must have this”.
Message
MUJI c o m m u n i c a t e s i t s messages very ing
by
minimal and
carrying advertis-
promotions.
Some advertising / promotional efforts: • announces its Vision in the form of newspaper ads yearly; • visual posters and billboards • on its website; • carry out online announcement on its new products via video
Message
“In Japan, we alone speak the universal tongue of sensibilities. We must carry on.� Yohji Yamamoto | Fashion designer
newspaper ads
“In the past, simple, succint design has influenced our five senses as much as has elaborate design. This will remain true in the future.� Hiroshi Kashiwagi | Design critic
Message
billboards
Message
website
Message
videos
MUJI Notebook http://www.youtube.com/watch?v=uzJUXW4Z2O4&NR=1
Like the compass which always points due North, through its simple products,
MUJI
will indicate the basis and universal nature of life. Keny a HARA | Ar t Di r e c tor
Future
Ap p r o a chi ng N ew Ter r i to r y
MUJI is considering to create a MUJI Hotel which will display MUJI-type lifestyles and activities.
MUJI Whotells in Barcelona This hotel is furnished by MUJI
Future
C r e a t ing the Futur e for Ho usi ng & Liv ing
MUJI will be consistently pursuing the theme of ‘Better Life’. They are aiming to create a lifestyle that feels good yet strive to maintain its ecofriendliness.
MUJI Whotells in Barcelona This hotel is furnished by MUJI