https://www.muji.com/us/about/?area=header

Muji translates as “no-brand quality goods”. Founded in 1980, Muji has been making a variety of products, though most-commonly utilized in the U.S. for their paper goods. Their designs are clean, sleek, and marketed as being elevated from the banality of regular brands in their respective product sectors. Muji engages the Cialdini element of Liking in influencing customers towards their products, which in turn causes a reaction towards of commitment and consistency to their “brandless” products.