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Communicating brand Identity

To place MUJI sustainably and contextually in the Indian context

How can an international retail brand place itself in the Indian market while reaching out and building relationships with more customers? A 6 week project where I formulated strategies to understand the context the Indian market and place a Japanese brand sustainably.

Client

MUJI India

Roles

Researcher Interaction Designer

Industry

Retail

Date

January 2022

Project Statement: Communicating the brand identity and experience to the niche audience and creating space for community engagement and representation

Research & Discovery

Upon conducting on-field research to understand what people had to say about the brand and how it made them feel, the role it's products play in their lives and more it was inferred that:

1. There was a lack of awareness about the brand and what it stood for, it's philosophy

2. It has not reached out to a lot of people in everyday ventures

3. Lack of community around the brand itself

User Generated Content aimed at showing how the MUJI products add value to their lives

The strategies from this project were in divided in three parts:

MUJI Board : Creating a space for content shared by the community. A monthly Muji board, which is present both in the stores and on online platforms where these stories, incidents could find a space.

And these stories can be extracted from the various workshops and other experiences from the community, i.e both the clients and the staff and team. People can in turn respond to these stories, paving way for to and fro interaction.

Collaborations : Indian brands which hold philosophy similar to that of MUJI could be looked at as potential partners for future collaboration. I list of such brands collated in the form of a flip through booklet was presented to the client

Social Media: The current social media presence of MUJI does not represent the role that the products play in the life of the users. It gives off the essence of a product catalogue which does not communicate the aim of Muji products that is adding value to people’s lives.

The posts had potential to be more engaging and more interactive with the community, some samples were made for reference

This is what the social media feed could possibly look like with the proposed strategy.

The strategies from this project were in divided in three parts:

MUJI Board : Creating a space for content shared by the community. A monthly Muji board, which is present both in the stores and on online platforms where these stories, incidents could find a space.

And these stories can be extracted from the various workshops and other experiences from the community, i.e both the clients and the staff and team. People can in turn respond to these stories, paving way for to and fro interaction.

Collaborations : Indian brands which hold philosophy similar to that of MUJI could be looked at as potential partners for future collaboration. I list of such brands collated in the form of a flip through booklet was presented to the client

Social Media: The current social media presence of MUJI does not represent the role that the products play in the life of the users. It gives off the essence of a product catalogue which does not communicate the aim of Muji products that is adding value to people’s lives.

The posts had potential to be more engaging and more interactive with the community, some samples were made for reference

This is what the social media feed could possibly look like with the proposed strategy.

The strategies from this project were in divided in three parts:

MUJI Board : Creating a space for content shared by the community. A monthly Muji board, which is present both in the stores and on online platforms where these stories, incidents could find a space.

And these stories can be extracted from the various workshops and other experiences from the community, i.e both the clients and the staff and team. People can in turn respond to these stories, paving way for to and fro interaction.

Collaborations : Indian brands which hold philosophy similar to that of MUJI could be looked at as potential partners for future collaboration. I list of such brands collated in the form of a flip through booklet was presented to the client

Social Media: The current social media presence of MUJI does not represent the role that the products play in the life of the users. It gives off the essence of a product catalogue which does not communicate the aim of Muji products that is adding value to people’s lives.

The posts had potential to be more engaging and more interactive with the community, some samples were made for reference

This is what the social media feed could possibly look like with the proposed strategy.

MUJI is a brand that sells goods that are targetted to be utalitarian in nature. However to reach out to it's Indian audience, the brand needs to adopt strategies that encourage community building so that more people know about it, and realise the value the product brings into their lives. The strategies formulated in the project strived to do that.

Creating seamless digital experiences by analysing data & behaviours to identify patterns that shape something beautiful.

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Creating seamless digital experiences by analysing data & behaviours to identify patterns that shape something beautiful.

Work

Explorations

Game Dev

Youtube

Contact

Creating seamless digital experiences by analysing data & behaviours to identify patterns that shape something beautiful.

Work

Explorations

Game Dev

Youtube

Contact