Brand Image-board Haozhe(Stan) Li http://haozhe.li
Ryohin Keikaku Co.,Ltd. (株式会社良品計画 Kabushiki-gaisha Ryōhin Keikaku) Muji (無印良品 Mujirushi Ryōhin) Visual Identity: Logo, Color
NO BRAND QUALITY GOODS
SELECTION OF MATERIALS
PACKAGING
natural design, simple products reasonable prices, high quality complement today’s lifestyles
considerable attention most suitable raw materials recycling unused materials
not to adorn highlight natural colours and shapes conserve resources, reduce waste
Visual Identity: Character, Functionality
Target demographic segment consumers in their 20s and 30s
7256
8000
New York
7000 Italia Singapore Korea
6000 MUJI Cafe
5000 4000 3000 2000 1st store
1000
concept store Tokyo
1st oversea store London flagship stores
Clothes Established
0 1980 40
1982
1984
1986
1989
1991
1993
1995
1998
2002
2005
2007
History of MUJI: from 40 to 7,000
Stationery Products
Stationery Products
Stationery Products
MUJI
Poppin.
MOLESKINE
Japan, 1980
United States, 2009
Italy, 1997
“No Brand Quality Goods”
“Work Happy”
“The Legendary Notebook”
Raw material, good design, quality, functional, environment
Great design, vibrant colors, exceptional customer service
Culture, travel, memory, imagination and personal identity
Product Positioning Chart
Luxury Basic Weak Expensive
Limited
Affordable
Broad
Durable
Brand Positioning Chart/ Attribute Star Chart
Fine
$49.95
$29.95 $15.95
$16
$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25
$3.5
$1.5 $1.5 $1
$1
Basic
$10
$100
Product Positioning Chart/ Product Price Dot Chart Pen
Fine
$49.95
Luxury Expensive High-end
$29.95 $15.95
$16
$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25
$3.5
$1.5 $1.5 $1
$1
Basic
$10
$100
Product Positioning Chart/ Product Price Dot Chart Pen
Fine
$49.95
Separated Basic and in bulk High-end and in single
$29.95 $15.95
$16
$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25
$3.5
$1.5 $1.5 $1
$1
Basic
$10
$100
Product Positioning Chart/ Product Price Dot Chart Pen
Fine
$49.95
Across the scale Reasonable prices Functionality Fine made
$29.95 $15.95
$16
$8.95 $8.95 $6.50 $14 $14.95 $5.5 $4.95 $5.95 $3.75 $2.25
$3.5
$1.5 $1.5 $1
$1
Basic
$10
$100
Product Positioning Chart/ Product Price Dot Chart Pen
$1.25
$1.5
$3.75
$3
$3
$1
$4.75
$6.25
$4.95
$6
$7
$6.5
$8
$12.95
$13.95
$6.75
$9
$14.95
$10
$9
$18.95
$12
$19.95
$13
$21.95
24.95
$25
Product Positioning Chart/ Product Price Dot Chart Pen
Luxury, Expensive, High-end Technology innovation
$1.25
$1.5
$3.75
$3
$3
$1
$4.75
$6.25
$4.95
$6
$7
$6.5
$8
$12.95
$13.95
$6.75
$9
$14.95
$10
$9
$18.95
$12
$19.95
$13
$21.95
24.95
$25
Product Positioning Chart/ Product Price Dot Chart Pen
Vibrant, Playful
$1.25
$1.5
$3.75
$3
$3
$1
$4.75
$6.25
$4.95
$6
$7
$6.5
$8
$12.95
$13.95
$6.75
$9
$14.95
$10
$9
$18.95
$12
$19.95
$13
$21.95
24.95
$25
Product Positioning Chart/ Product Price Dot Chart Pen
Affordable, Basic, Raw Environmental friendly
$1.25
$1.5
$3.75
$3
$3
$1
$4.75
$6.25
$4.95
$6
$7
$6.5
$8
$12.95
$13.95
$6.75
$9
$14.95
$10
$9
$18.95
$12
$19.95
$13
$21.95
24.95
$25
Product Positioning Chart/ Product Price Dot Chart Pen
Raw, original, natural, quality
Vibrant, playful
Luxury, high-end
Affordable price, across the scale
Inexpensive and middle range
Expensive
Environmental friendly
Inexpensive products in bulk
Technology Innovation
Conclusion & Insight
Retailers
Design
No Brand
Mujiers
MoMA Design Store Central Department Store Alshaya
Manufacture
Quality Goods
Interactions
Manufacturers
Marketing
Logistics
Mass Market
Design contests Design your own t-shirt
Selection of Materials Packaging
Consultants Designers
People
Retail Stores
Designers, Sales
Product
Parter Stores
High quality, good design
MoMA Store
Brand
Online Store
The “No Brand� Brand
Production
Retail Stores
Manufacture, transportation, storage
Human Resources Designers, Sales
Apps in App Store
Marketing
Business Model Canvas
$1.25
$1.5
$3.75
$3
$6
$4.75
$7
$1
$9
$8
$3
$6.5
$6.25
$4.95
$12.95
$13.95
$10
$6.75
$9
$14.95
$12
$18.95
$13
$19.95
$21.95
24.95
$100
Product Positioning Chart/ Product Price Dot Chart Pen