The creative idea was rooted in something stronger than just an upgraded packaging design. Adopting the challenger mentality that made wagamama so iconic, we saw the project not only as an opportunity to showcase the wagamama brand values within takeaway, but to challenge consumer perceptions of the entire high street takeaway experience. We sought to revolutionise the entire idea of home delivery with a new, exciting and contemporary expression that would surprise and delight while positioning wagamama as the ultimate icon of high street takeaway.

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.

The new packaging design has given wagamama customers the opportunity to enjoy the restaurant's delicious food without compromising its quality. Hundreds of social media mentions with overwhelmingly positive sentiment were recorded following the launch. Andre Johnstone, Head of Digital and Loyalty at wagamama, said of the new packaging design: "We've been seeing a steady increase in take-out sales for a while, hence the need for better packaging. However, since the launch of our new packaging design by Pearlfisher we've seen a marked and sustained jump in the sales outperformance of take-out versus eat-in."