Muji is a Japanese retail brand focused on minimal design and sustainable production. “Muji” is short for Mujirushi Ryohin, which translates as “No Brand. Quality Goods.” According to their philosophy, “MUJI is simplicity – but a simplicity achieved through a complexity of thought and design.”
It is impressive how utmost simplicity and rigorous design execution can create outstanding branding, especially since Muji eschews even the most minimal display of their logo on their products. Their products are white, beige, black, or gray. Flashing colours, busy patterns, complex shapes, and all other ubiquitous tricks conceived to disrupt and attract shoppers are off limits. Muji’s apparel doesn’t have any mark or logo, outside or inside; its household products are not branded in a traditional sense. This no brand branding seems to resonate with young and self-aware consumers who don’t look at a brand as a status symbol, but see it as a problematic sign of class or even of corporate slavery.