ABOUT

By adopting the challenger mentality that made wagamama so iconic, we created a revolutionary new experience for the brand that positions it as the icon of high street takeaway.

Our Strategy and Design studios reimagined the full wagamama takeaway experience, better connecting the customer experience at home to the excitement, taste and aesthetic value that can be found in the wagamama restaurants.

The entire experience – from the food preparation and delivery system, to structural packaging design – now directly connects to the brand idea of ‘sharing positively from bowl to soul’. Materials choice and form contribute to a system that performs functionally, improving heat retention and maximising freshness and presentation of every meal. In the absence of staff, the design tells the wagamama story and reflects the care and consideration that goes into every bowl of food.