Idea Lab

Mujiware

Tupperware is the originator of plastic food storage, and was a major innovator in the mid-century. However, the popularity and success of the brand has declined substantially in recent years. Decreased sales plus a large & growing range of competitors has contributed to increased financial troubles for the 80+ year old company. Tupperware is a house-hold name and still has massive reach within main-stream American markets, despite the staleness of their brand image.

Muji is a global Japanese retail company known for making life supplies that makes everything easy, pretty and fun through a combination of Scandinavian and Japanese design principles. You can get all of your most beautiful and functional basics from Muji, and trust they will be affordable and great quality.

Mujiware is a brand collaboration which uses the best aspects of each brand to benefit each other.

This international collaboration can bring Muji into major markets in the U.S. while refreshing the image of Tupperware as an innovative, design-forward, affordable homewares company.

// Fall 2023 // Term 04