MUJI as much as you wish
Student project on composition, copywriting and brand identity.
This project was a study on composition, where we were tasked with creating 2 advertisements for an existing service, brand or product.
I took this opportunity to dive into a brand I admired and learn from their visual identity. Muji's brand-less brand and minimalism always fascinated me. They have a very specific identity which posed me a nice challenge as a designer.
Mood Board
For my mood board, my goal was to get an idea of Muji's identity based on what they put out, and how others perceive them. Projects like the "Muji Simply" student campaign created by copywriter Olivia DeLorenzo from Syracuse University, and the "Magazine Ads" by Riko Matsuoka make a good point of emphasizing Muji's products as essentials. Meanwhile, Muji's website and instagram page showed the importance the brand gives to putting their products and how they work in the forefront.
Goal
Based on my findings, my goal was to create ads that followed Muji's minimalist style, putting the product on the forefront, and show Muji's products as essentials.
I decided to focus on Muji's pens and refills, which are my personal Muji essentials. The product is also a good example of the brand's emphasis on reducing waste and products of daily use.
Copy
I took my personal feelings of the product into account when creating the main message for this add. "Write as much as you wish" came from the feeling of not having to worry about running out of ink, given how easy and convenient it is to refil Muji pens.
This headline also showed potential for other Muji products that are durable or easily replaceable, which is why I chose to make the word "write" red, so it could be swapped out for other actions.
Images Used
To create the compositions, I used the product images used the product images available on muji's website (muji.com.hk)
Final Product
Ad 1: This composition uses repetition to emphasize on the plentifulness of Muji's refils. The message placed on the top to tie nicely to the visuals, and the logo on the bottom corner calling less attention.
Ad 2: This composition takes a different approach playing with the visual hierarchy giving the pen the main focus, with its position guiding the viewer's eyes down to the message and refil. The logo again is placed discretely in the corner.
