It’s simple, basic, “unbranded”, easy, polite, unobtrusive, light, cheap, minimalist, recycled, sustainable, practical, quiet, modest… It is highly designed but at the same time, absolutely basic. It’s delightful to touch and see. It lets the owner be the creator, the one who is going to brand and provide the content. Chronotebook is the maximum expression of Muji’s philosophy. Muji has been able to create a brand around the “un-branded”. They don’t advertise via the traditional marketing channels, their success is attributed to the customer’s experience and word-of-mouth. Surrounded by a world of screaming sexiness and glossy products, Muji offers the opposite, and thus their success. The rage that the opening of a new store produces is the paradox of their philosophy.