Mujirushi ryohin” translates as “no brand goods” and it was with this philosophy that the Seiyu Supermarket first launched its Muji line of products in Japan in 1980. Based on the concept of outright simplicity, the company made products and food items that adopted standard colours – black, white and khaki – the opposite to the vogue for luxuriant, branded goods
in Japan at the time. 7,000 products later, Muji has become a byword for understated design. This new book features the best of Muji’s advertising work (it’s been good ever since its launch), a range of product details (do designer’s buy stationery from anywhere else?) and interviews with numerous Muji creatives.
Brands A-Z: Muji by Chen Jiaojiao, Southbank; £22