MUJI: Simple Living
BRAND
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
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
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.
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
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.