/ The Zen of Beauty

/ Objective
To create a new brand identity for Muji and make the brand
more unique and clean. This will expand their target audience
through a focus on their lines of skincare.

/ Approach
The target audience is women from 24 to 32. They demand
that products should be simple with a minimalistic package
design. The design for the skincare uses elements that are
mixed with Japanese culture. The Japanese think that symbol
of simplicity is the square. So, the logo reflects this. It uses
Kanji characters that mean “minimal,” and Minimaru comes
from the pronunciation of those characters.