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The unbrandening

When branded packaging was invented, and up until very recently, its purpose and value to nearly every industry made a ton of good sense.

Instead of bright packaging, large logos and stamped products, many companies are now going the other direction by operating without logos and offering minimal (or no) packaging.

One of the earliest companies to adopt this mindset was Japanese home goods store MUJI, whose name literally means “No Brand” (it doesn’t get more literal than that).

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