Insights:
Muji’s offline stores create a strong sensory experience, but this emotional connection is missing online, leading to a disjointed brand presence.
Limited diversity in model representation reduces relatability, especially for an inclusive, global audience.
Bridging the sensory gap between online and offline experiences could strengthen Muji’s brand identity and user engagement.
Design Intervention:
Introduced a more inclusive visual language by expanding model representation across various skin tones, body types, and styles, aligning Muji’s identity with India's diverse audience.
Proposed sensory consistency by integrating subtle audio-visual and olfactory elements into Muji's digital platforms, echoing the offline store experience.
Enhanced visual merchandising both online and offline, creating interactive displays and personalized content to bridge the disconnect between Muji’s minimalist brand values and customer engagement.
