The Dieline Awards 2016: wagamama takeaway- Pearlfisher
by Elizabeth Freeman on 05/19/2016 | 3 Minute Read
Established in 1992, wagamama has become a popular food destination on the British high street by making Japanese-inspired cuisine accessible for the West. Famed for challenging what we ate, how we sat side-by-side and promoting a new casual dining code, wagamama needed to reignite their challenger approach when it came to takeaway.The challenge was to reimagine the full wagamama takeout experience, better connecting the customer experience at home to the excitement, taste and aesthetic value that can be found in the wagamama restaurants.
In the absence of staff, the design now tells the wagamama story, creating an intense and intimate experience to reflect the care and consideration that goes into every bowl of food. Part of the structural packaging design challenge was also to consider the real world journey of each takeaway meal. Packaging materials choice and form now contribute to a system that performs functionally, improving heat retention and maximising freshness and presentation of every meal.
The new takeaway 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’. The standard size and shape of the big and small bowl, is stackable for delivery and allows for practical and convenient storage in the restaurants. The various inserts provide the functional benefit of maintaining the integrity of 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 belly-band that lists the full wagamama menu – so that the enclosed order can be indicated – and provides a considered place for the chopsticks.
Pearlfisher Design Director: Fiona John
Pearlfisher 3D Design Director: Mike Beauchamp
Pearlfisher Founding Partner and Chief Creative Officer: Jonathan Ford
Pearlfisher Managing Director: Darren Foley
Pearlfisher Senior Technical Project Manager: Jenny Cairns
Pearlfisher Account Director: Joanna Peirce
Pearlfisher Client Manager: Ally Tyger
Plastics: Anson Plastics, Boards/Tags: Matthews
The Printers, Distribution: Bunzl
Designed by Pearlfisher
Country: United Kingdom