How Muji, Japan’s Most Famous Anti-Brand, Plans To Win America

By Diana Budds

Can a brand predicated on nothingness gain a foothold in the U.S.?

If you follow the rule book of building a brand or a business, having a clear vision about what you’re selling is essential. Not so for Kenya Hara, the longtime art director for the Japanese lifestyle company Muji, which is design-world famous for its “no brand” aesthetic. He’s tasked with communicating what the 37-year-old brand is about to people all around the world, and has found fertile creative ground in ambiguity.

Source:: fastcodesign