Title	WAGAMAMA TAKEOUT EXPERIENCE
Brand	WAGAMAMA
Product/Service	TAKEOUT EXPERIENCE AND PACKAGING DESIGN
Category	E01. Food
Entrant	PEARLFISHER London, UNITED KINGDOM
Idea Creation	PEARLFISHER London, UNITED KINGDOM
PR	PEARLFISHER London, UNITED KINGDOM
Production	PEARLFISHER London, UNITED KINGDOM

Name	Company	Position
Jonathan Ford	Pearlfisher	Founding Partner and CEO
Darren Foley	Pearlfisher	Managing Director
Jack Hart	Pearlfisher	Strategic Business Director
Mike Beauchamp	Pearlfisher	3D Design Director
Jenny Cairns	Pearlfisher	Senior Technical Project Manager
Fiona John	Pearlfisher	Design Director
Ally Tyger	Pearlfisher	Client Manager

The Campaign

The creative idea was rooted in a stronger vision than simply 'upgraded' packaging design. Identifying an opportunity to reassert wagamama's challenger approach, we looked to develop a solution that would elevate the category by reframing consumer perceptions of the 'takeaway' experience altogether. Using the most symbolic eastern example of 'food-to-go' - the bento box - as a starting point for design exploration, we sought to make packaging an integral part of the experience that placed the consumer at its heart by enhancing their relationship with the food. Reimagining the freedom, practicality and inherent tactility of the bento box through the lens of wagamama's brand values: freshness, playfulness, positivity and style, we sought to revolutionise the entire idea of home delivery with a new, exciting and contemporary expression that would surprise and delight whilst positioning wagamama as the ultimate icon of high street takeaway.

Creative Execution

The new structural packaging design has revolutionised the entire takeaway experience, streamlining food preparation in the kitchen, aiding delivery and maximising the consumer's experience in the home. 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. Packaging materials choice and form contribute to a system that performs functionally, improving heat retention and maximising freshness and presentation of every meal. The various inserts maintain the integrity of different elements of the dish, including sauces, whist also providing a well-presented meal upon 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.

Indication of how successful the outcome was in the market

The new packaging design has given wagamama customers the opportunity to enjoy the restaurant's delicious food without compromising its quality. Andre Johnstone, Head of Digital and Loyalty at wagamama UK, said, "Since the launch of the new packaging, we've seen a marked and sustained jump in the sales outperformance of takeout versus eat-in." From the point of view of the consumer, the packaging has been incredibly well-received: hundred of mentions and an overwhelmingly positive sentiment have been recorded on social media, with posts showing customers re-using their bowls for their breakfast cereal or as packed-lunch containers to take with them to work.

Rooted in the vision to rediscover the excitement and intimacy of takeaway, our strategy looked to build an intrinsic connection between food and packaging, ensuring that the two complimented each other instead of forcing a sacrifice on quality, presentation or taste. To understand the real world journey of each takeaway meal, we conducted a full audit of the brand's existing takeaway experience, working closely with wagamama's food development chefs and deliverymen - and consulting with user testers at each stage of design and development - to identify problems the restaurant didn't even know it was facing. From our immersions, we identified four conceptual experience 'platforms' -'balance', 'fold', 'slurp' and 'bounce' - upon which structural exploration could build. Contained within the brand's organising idea of 'sharing positively from bowl to soul', our strategic brief encouraged the 3D designers to 'think outside the box' to put positivity back into the bowl.