Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Brands Change The World Detail

EXPERTISE

  • Strategy
Contact Us

MUJI Brand Positioning Strategy: A Branded House for the Unbranded

The Japanese outlet MUJI, founded back in 1980 with over 300 stores outside Japan, recently opened its first hotel in Shenzhen, China. The minimalist’s perfect dream getaway is located just above a two-story MUJI outlet, reflecting its brand positioning strategy.

Upon entering one of the rooms, one will be embraced with all things MUJI. From the comforting bedding to the sleek toothbrushes, the clean bathrobes to the sleek digital alarm clock on the night stand, the hotel is made is the epitome of what MUJI stands for today.

From a relatively unknown supermarket name brand born as a retaliation of the branded world, the ‘house for the unbranded’ advocating the “No Brand, Good Quality” philosophy has paradoxically become one of the most recognizable brands in Asia. Let us take a glance at the MUJI brand using the 4 Facetsof brand positioning and identify what makes this seem such a surprise.

MUJI Brand Positioning Strategy: A Branded House for the Unbranded

Truth: Return Simplicity in Daily life

MUJI created a lifestyle around simple minimalistic aesthetics that has become synonymous with contemporary Japanese design. Both rationality and simplicity are factors that come back in the functionality of the products, the approach to the use of natural and basic materials and the rationale behind the minimalistic quality designs. 

MUJI Brand Positioning Strategy: A Branded House for the Unbranded

“Simplicity and emptiness yield the ultimate universality, embracing the feelings and thoughts of all people.”

Vision: The “No Brand, Good Quality” Philosophy

MUJI’s full name Mujirushi Ryōhin- translates to “No Brand, Good Quality.

Their core vision is ‘the belief of a world where products speak for themselves, without any brand mark to sell under-standard products’. This move into opening a hotel under the MUJI brand challenges this fundamental facet completely. As ultimately staying true to their core vision meant opening a hotel without any brand name. Doing the opposite makes the stakes higher on a failure or repercussions on the brand itself. 

Universe: A Tidy and Warm Home

Geometric designs, earthy warm tones and a beige dominated color palette are all part of MUJI’s signature aesthetic with its brand positioning strategy. These careful design choices all associate with the universe that MUJI wants to create for its customers. Its design-first approach helps to fulfill the dream of many – to live in a bright, airy and tidy home that brings comfort as well as inspires tranquility.

MUJI’s stores are a gateway to this universe. Entering their stores, one is met with a tranquil, almost airy personality with Zen echoing through the displays and assortments of their apparel, furniture, appliances and food. MUJI, despite its consistent high product quality, is never about selling a single star product, but the combined experience of living one’s life in the MUJI way.

Personality: The Japanese Gardener

The Japanese aesthetic and philosophy are deeply engrained into the DNA of many of the country’s homegrown brands and is not only limited to MUJI. The physical manifestation of that is the Japanese garden (nihon teien) a distinct garden style that emphasizes on the avoidance of artificial ornamentation and the highlight of the natural landscapes by allowing elements such as wood, water and rock. If MUJI was a person, then it would be mostly aptly described as the meticulous Japanese gardener, the enabler of this tranquility and quality of zen in one’s living environment brought about by meticulous design and preparation. 

MUJI Brand Positioning Strategy: A Branded House for the Unbranded

Conclusion: Branding the Unbranded

Despite becoming one of the most iconic brands in Asia, MUJI was never about the fame. It has always been about introducing its customers to a universe where life is dictated not by superficiality, but minimalism. True to this sentiment, consumers today don’t refer to MUJI as a brand in the traditional sense, but as a way of life, an aesthetic and a style of living. 

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Brand Positioning of Canada Goose, Your Sherpa for Daily Exposure

Canada Goose, the iconic Canadian manufacturer celebrated for its luxurious winter clothing, is making waves internationally, with recent plans to enter the lucrative Chi…

Brand Positioning: Live Mindfully with the Mindful Company

In the evolving landscape of consumer consciousness, the concept of mindfulness has gained substantial traction. Defined as the intentional and non-judgmental focus on th…

Brand Positioning of Aviation: Will Boeing or Airbus Capture the Future of the Sky?

The Farnborough International Airshow this year provided a glimpse into the future of aviation, showcasing over 1500 exhibitors and presenting the most cutting-edge techn…

FREITAG Fashion Branding, Keep Moving Forward Like a Truck

Start S.W.A.P-ing! Do you remember the typical “Swipe Right or Left” of the dating app Tinder? In October, the Swiss bag retailer FREITAG launched its new proprietary pla…

Unlocking TikTok’s Brand Positioning: The Fantastic World of TikTok

Launched in September 2016 by the Chinese Internet company Bytedance, TikTok has swiftly risen as a social platform for creating and sharing short videos. This app empowe…

How Oatly Became the Trendiest Plant Milk on the Market by Branding

Considering that 70% of the global population don’t produce the enzyme lactase to properly break down lactose - the sugar found in dairy products - cow milk’s rise to bec…

The Rise, Fall, and Reinvention of WeWork

Once a high-flying disruptor of the office space industry, WeWork has faced a turbulent journey — bankruptcy in the U.S. (2023), massive valuation drops, and le…

Clothing Branding: UNIQLO The Apparel for Life

On 2nd July 2018, with the official start of the Wimbledon Championships, Roger Federer, considered as the greatest tennis player of all-time, stepped onto court with his…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject