Its focus on minimalism, recycling, quality, avoidance of waste in production and packaging, no branding, and general lack of flashiness has made it popular with people of all ages.
Even its name - Mujirushi Ryōhin - translates as No Brand Quality Goods.
Unsurprisingly, the logo itself is unflashy, consisting on a simple wordmark set in either red on a white/brown background, or white on a red background.
Because of its simplicity, it's instantly recognizable and doesn't need to be constantly updated as fashions and whims change.
Despite its functional, no-frills approach, Muji is famed for the quality of its design. That isn't surprising considering its line-up is designed by people like Naoto Fukasawa and Kenya Hara, but you won't find their names listed on the products they design, which could be one reason why it remains so popular.