A temporary exhibition at London’s Design Museum explores a unique premise: what would happen if we used 20 per cent less materials and energy to make products? Now one year after the 11 March, 2011, earthquake and tsunami in Japan, its enduring impact is forcing us to reconsider the consumption of resources. Cult brand Muji explores this inquiry to inform a line of products that reconsider the way we approach product design.

Inspired by a Japanese proverb which encourages you to ‘eat in measure and defy the doctor,’ the Product Fitness 80 design process employs a little restraint to impact a big difference. Packaging is discreetly reduced, remnant materials are repurposed, items are narrowed or slightly shortened. Minimalism underlies every product designed going through the filter – ‘is this necessary?’ or ‘is this going too far?’ The result is a series of solutions that are mindful of functionality whilst beautifully crafted so that they are still highly desirable, perfectly balanced and healthy products.

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