MUJI Office

Brands / Friday, February 16th, 2018

MUJI Office

I personally love Muji for simple stationery. They have the best inexpensive pens, calendars, and diaries. It’s so good to see that they are actually bringing products to the market that aren’t covered in logos and branding.

MUJI Japanese Minimalist Design

Mujirushi (non-brand) Ryōhin (quality products) started as a product brand for the supermarket chain The Seiyu, Ltd. in December 1980. The product range of Mujirushi Ryōhin, was developed to offer cheap products of good quality, and they were marketed using the slogan “Lower price for a reason.” The products were wrapped in clear cellophane, simple brown paper labels and red writing.

MUJI (brandless quality goods) was founded as an antithesis to the habits of consumer society at that time.  MUJI was conceived as a critique  with the purpose of restoring a vision of products that are actually useful for the customer and maintain an ideal of the proper balance between living and the objects that make it possible.

MUJI started selecting materials, scrutinizing processes, and simplifying packaging. Mujirushi Ryōhin’s goal to lower sales prices for consumers caused the company to cut waste, for example, by selling “U” spaghetti, the part that is discarded when cut to sell straight spaghetti. MUJI’s concept of emphasizing the intrinsic appeal of an object through rationalization and meticulous elimination of excess is closely connected to the traditionally Japanese aesthetic of “su” –– meaning plain or unadorned –– the idea that simplicity is not merely modest or frugal, but could possibly be more appealing than luxury.

Muji’s first collection had 40 products ranging from stationery, and clothing for men and women, to food products and kitchen appliances. The brand name “MUJI” was established around 1999. The characters in the Japanese label (無印良品) are actually two words. The first character, 無 (mu), means “without.” The second character, 印 (jirushi), means “brand.” MUJI is a short for Mujirushi Ryohin.

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.