Wagamama looks to challenge perceptions with renewed takeaway offering
Wagamama is looking to change consumer sentiment towards high street takeaways with a refreshed brand and packaging offering.
The Japanese-inspired restaurant chain worked with brand consultancy Pearlfisher to undertake the work which looks to recreate the restaurant experience at home. The offering includes stackable bowls
for delivery and allows for practical and convenient storage in the restaurants. Various inserts provide the functional benefit of maintaining the different elements of the dish, whist also providing a well-presented meal on opening the lid.
Each bowl is delivered as a complete package, wrapped with a band that lists the full Wagamama menu and a dedicated area for chopsticks.
Jack Hart, senior creative strategist Pearlfisher said the challenge was to reimagine the full Wagamama takeout experience and better connect the customer experience at home to the value that can be found in Wagamama restaurants.
"We saw Wagamama’s vision as not only the opportunity to showcase the Wagamama brand values within takeaway, but to challenge consumer perceptions of the entire high street takeaway experience with a new, exciting and contemporary expression that would surprise and delight. By adopting the challenger mentality that made Wagamama so iconic, our aim was to now position it as the icon of high street takeaway.”
Wagamama debuted the new takeaway experience on 19 October.