When we started investigating different brands and shops we realised that a very distinguished and unique one was Muji. It is a brand of Japanese origin that reflects the simplicity and purity of modern Japanese culture. From contemporary architecture to food culture, Japan is a country of simple lines and practicality. Muji’s identity is reflected to all that elements from the logo to their catalogue.
The logo has a simple typeface and has also japanese letters. It has red and white colours that are the colours of the japanese flag. In the shop, the first impression you get is simplicity. Most of the packaging has barely a logo and the basic feature is practicality. The same philosophy is kept in all the shop from clothes to furniture. Good quality is another characteristic of the shop. The eastern identity is enhanced by machines that create a steamy atmosphere, the japanese writing in the products and things related to japanese culture like origami postcards or the lines of some clothes. Some people like this philosophy some don’t. For sure, though everyone knows the brand and what to expect from it.
As far as my mini garden project is concerned what could be an influence for us is the smart packaging and the simple organisation in the catalogue that makes it easy to be read.
Tiger brand follows this simplicity as well.
Nevertheless, simplicity should not necessarily be related to East. Heal’s is also a shop with a very straight forward logo that is totally European style. The building, the flags and the windows enhance this style. The same could be thought about Pantone brand that has a simple name and a code.
Peppermint, on the other hand, has a different philosophy.. Though it is a branch , it has a logo that resembles hand writing. It reflects the identity of being a shop related to paper and that wants to have a friendly cosy atmosphere. The same feeling is reflected in the cute crowded windows that have colour themes. The shop inside is also divided into colours or patterns. The children area and the material area gives also these cosy feeling of handcraft workshop. It is the total opposite of Muji’s simplicity and practicality. Here products are related to having something pretty that usualy create more needs than actually solving them. It makes people to buy things they don’t need just because they are “cute”.