The Plus Minus Zero (±0) brand is something of a symbol that expresses the idea of being “just right”. People naturally try identifying tools that fit in with their lifestyle based on their daily experiences. This is also a search one makes themselves for their own preferences. It’s a bit like gradually narrowing down the scope of the waver of your preferences, restoring them to the left when they waver to the right, and then returning them back to the right when you return them too far to the left. The sense of something being “just right” lies where your preference is decided.

We explore some of the Japanese brand's beautifully designed range of small and minimal household products.