“MUJI; Selling branded anonymity” - A study in domestic and international brand identity

This thesis investigates the Japanese brand MUJI and its approach to a 'non branded' corporate identity. By dissecting MUJI's use of Japanese culture and traditionalism, with specific regards to customs and aesthetic values, it aims to expose how a brand that uses little to no advertising has built a successful corporate image in both the east and west. Furthermore, through a critical analysis of their products, design, and ethos, it will decipher how truly successful and impactful a company of this nature can be in both international and domestic markets.