JKR

Muji

As Leonardo Da Vinci said: “Simplicity is the ultimate sophistication." There is something slightly metaphysical about trying to pin down the branding lessons of ‘no-brand’ Muji, because, for all it says about not being a brand, it is. There is a coherent, systematic and simple design aesthetic. You can easily picture what a Muji notebook, car or coat would look like - some branding achievement. This simple but stylish approach offers good value to the consumer, and savings in production and logistics to the company.

The modesty and calmness of the brand’s design ‘philosophy’ is perhaps distinctive in the West because (against our typically more noisy approach) it speaks softly. Muji shows that an understated approach can have impact.

This philosophy also seems to be strongly held – to the extent of Muji using famous designers but keeping this information to itself (when broadcasting it would add short-term ‘heat’). I wonder how many Western brands would adhere to their design philosophy so strongly, even when it means missing a business opportunity? For Muji, it seems, inaction speaks louder than words.

To return to the metaphysical question; is a ‘no-brand’ offer, in its own way, still a brand? Well, Muji was one jump ahead of Naomi Klein with design that’s recognisably ‘Muji’, even if you remove the logo. It understands that design recognition is not skin - or label - deep. Its approach is more holistic. So for me it is the purest kind of brand: one that requires no badge to be distinctive.

By Silas Amos, Creative Director, jkr