Wagamama has become one of the UK's most popular restaurant destinations famed for pioneered the casual dining experience. Having challenged every restaurant tradition from ordering speed to side-by-side seating, wagamama felt the need to re-engage its challenger approach when it came to takeout, and turned to us to help them do so.

Our brief - to "reimagine the full wagamama takeout experience" - was 5-pronged. From a brand point of view, we needed to find a way to showcase wagamama's values in out-of-restaurant environments; we needed the product to tell the wagamama story in the absence of staff; we needed the packaging to reflect the care and consideration that goes into preparing each bowl of food; we needed delivery to maximise freshness and presentation; and we needed every technical aspect of the experience, from structure to materials, to improve heat retention and preserve the taste integrity of each dish.

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.