New Product Development Project - Muji (2013)
The goal of Breakfast Club Consulting, composed of Alexis Mortimer-King, Boris Gantz and Sandra Islam, was to give the OEM OsseBaar an insight of how Breakfast Club Consulting approaches the introduction of a vacuum cleaner into Muji’s product line. The project group examined the corporate lifestyle of Muji. Their focus was to understand their brand philosophy, the Muji customers and therefore the user experience, and Muji’s design aesthetics. This in turn allowed them to better understand how to incorporate a new product, such as a vacuum cleaner, into an already existing product line.
Based on the design strategy canvas, the Breakfast Club Consulting came up with a final concept, named „The One“. „The One“ is a vacuum cleaner that meets the standard of Muji’s differentiation strategy and incorporates Muji’s aesthetics and design sensibilities.