MUJI perfumes

Hara Design Institute was involved in everything from product development to promotions for this series of perfume products developed by MUJI for the Chinese market.

This fragrance series is based on the theme of four-character idiomatic phrases.
The Japanese name for MUJI uses four characters, and likewise, the fragrance series uses a four-character naming scheme that takes the shortest path to conveying an image, and we proposed casual and pleasant fragrances that do not depend on added value elements or strong personal preference.

The perfume bottle, with its bulb atomizer and heavy glass, is simple and yet evocative. Together with the world that is evoked by the four-character phrases, the bottle enhances the experience of wearing the fragrance.


The promotional campaign revolves around the fragrance named with a four-character phrase that means “a walk on the moon.” Creating an image that evokes a sense of weightlessness amplifies the clean and light impression of the product, leading users into a new world of fragrance.
The copy for the promotion is the same as that for other fragrance products, the Chinese characters for fragrance and encounter.
MUJI is offering people the opportunity to experience new scents that do not depend on added value elements or strong personal preference.