Borne out of a sober reassessment of consumerism and consumption post 2011’s Great Japan Earthquake, Muji’s Product Fitness 80 seeks to find balance, and happiness, in self-restraint. Not ascetic self-restraint, rather, finding the joy in 80%. As such, the Muji design team was tasked with finding ways to reduce packaging to address sustainability, without noticeable impact to the consumer. For example, cotton swabs can easily be reduced in length without loss of function.
The 80 nicely references the Okinawa adage “Hara Hachi Bu” (Eat until you’re 80% full), which requires you to be mindful of what you’re eating and how you’re feeling, all while eating less. A win-win.
Muji sponsored Product Fitness 80 exhibitions worldwide during 2012, but the concept remains an important one and has me (once again) examining my own consumption habits, and searching for ways to be a smarter, and happier, consumer.
lotion
cotton buds
tape
screenshots from muji product fitness 80 website
One Comment
This is a great way of seeing things… thank you for sharing!