MUJI is definitely one of my favorite brands. What a wonderful company statement to have →
“We do not make objects to entice responses of strong affinity, like, “This is what I really want” or, “I must have this.”
MUJI’s goal is to give customers a rational satisfaction, expressed not with, “This is what I really want” but with “This will do.”
“This is what I really want” expresses both faint egoism and discord, while “This will do” expresses conciliatory reasoning.
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.”
#muji #brand #product #design #notepad #packaging #knolling