Muji | Deliberate Pursuit Of The Pure And The Ordinary

Muji | Deliberate Pursuit Of The Pure And The Ordinary Image

Muji is a brand without a brand. More precisely, it is an anti-brand. Popular wisdom, practice and strategy requires a brand have a definite identity and characteristics that define its persona, with product brands with the most uniquely defined and relevant characteristics and personas being more valued and sought after.

Deliberate Pursuit Of The Pure And The Ordinary Image
Satoru Matsuzaki, President Of Ryohin Keikaku Co, The Operator Of Brand Stores
 Now, it is a complete departure from those expectations and norms and is characterized by lack of character, definition or identifying mark. It is purely functional and completely stripped of all aesthetic permanence. But embracing nothingness, it has made ‘nothing’ into something that happens to be its main identity.

History Of Muji Concept

Muji is a short-hand for Japanese phrase, Mujirushi Ryohin, which translates to “no brand, quality goods” Its roots, can be traced back to the 1980s where it was a generic, private brand at the Seiyu discount department store.

Japanese Design | Modern And Minimalistic Qualities image
Japanese Design | Modern And Minimalistic Qualities

According to its website, those behind the concept argues that it is not a brand whose values lies in the non-functional features (“extras”) on its products, but simply a simplicity realized by a complex and thoughtful design. This complex design involves subtracting all gratuitous features unrelated to function. This is the deliberate pursuit of the pure and the ordinary to achieve the ordinary that Muji has adopted to reach out to a wider group of people.

Take Offs

What can we take off from it? That it is a concept of doing nothing to product branding? Definitely Muji has a managerial process that controls; materials and manufacturing roles.

Muji | Deliberate Pursuit Of The Pure And The Ordinary Image
Wall Mounted CD Player With Radio And Remote Control White By Muji

But how does it market? How do the products get communicated to the world- advertising? How! There has to be a Muji way. The dilemma of designing objects with no embellishment with only the essentials left to be seen is obvious. However, Muji understands the market dynamics quite well – In a market where every brand is striving to outdo the competitor by standing out, it is difficult to make the cut without a label. So, for a Muji product, having completely no label makes it stand out in any landscape of labels by actually trying not to stand out at all.


In its deliberate pursuit of the pure and the ordinary, Muji achieves the extraordinary. By staying true to its philosophy of “simplicity achieved through a complexity of thought and design”, Muji announces its products to the world and catches the attention of anyone interested in essentials in the most basic forms.

Deliberate Pursuit Of The Pure And The Ordinary Image
Showroom In San Francisco



Artemide Lighting | The Human Light

Artemide Lighting | The Human Light Image

Artemide is a global company leading in the design and production of lighting products for home and office. With its home in Italy, Artemide group was founded by Ernesto Gismondi and today its products are all over the world in prestigious furniture and lighting shops.

Known for its famous philosophy, the human light, designer of this company are thoughtful of user lifestyles, home designs, room activities and objects. They bring out the ‘illumination companion’ in lighting hardware by creating them adaptable, flexible and sustainable. This tangible contribution to daily life quality qualifies Artemide to be the ultimate human light.Continue Reading →

Alessi | Playful And Joyful Design

Alessi – Playful And Joyful Design Image

The Italian home-ware design company, Alessi, has produced some of the most memorable classics that come out as witty and playful to one group of people as they appear jaunty and annoying to others. However, the second perspective is often out of un-appreciation of Italian design history. From the squirrel-shaped nut-crackers to the bunny toothpick holder, Alessi products are founded around the idea that design is a poetic and artistic discipline. They are aimed to amuse the users, form memories, create an element of surprise and express the designers’ artistic creativity without undermining functionality. Through these designs they introduce the emotional interaction with items by embedding recognizable, symbolic and psychological character on the products.Continue Reading →

Kartell | Creativity, Innovation And Glamour

Kartell | Creativity, Innovation And Glamour image

Kartell has curved a reputation for making uniquely innovative and stylish products sold in over 100 countries in the world through an elaborate marketing and distribution strategy. Originality combined with diversity make the core competencies of the Kartell designers who communicate deep stories masterfully weaved into countless objects over the last 60 years of Kartell’s design history. Every product reflects the environment of its creation, the values of the time and different nuances of contemporary objects of design in each era. In fact, their products have formed an integral part of the domestic utilities.

Continue Reading →

How Did Bialetti Revolutionize The Pleasure Of Making Coffee?

How Did Bialetti Revolutionize The Pleasure Of Making Coffee? image

Bialetti is a well-known name around the world. For close to a century, the company behind the most famous kitchen tool has demonstrated the iconic nature of Italian design through special experiences in coffee making. The sweet aromas, magical flavors and colors of coffee from the Bialetti Mocha tell a story of a long-standing tradition of a close attention to detail by Italian designers in making functional objects. It speaks of passion, dedication, enthusiasm and reliability.

Continue Reading →