Pearlfisher has created the strategy and packaging behind restaurant wagamama’s new takeaway range, with the aim of recreating the restaurant experience for customers at home.
The takeaway packaging aims to replicate the restaurant’s kitchenware, with black circular bowls that can be stacked into each other.
Mike Beauchamp, 3D design director at Pearlfisher, says having bowls that slot into each other ensures “practical and convenient storage” and “maintains the integrity” of different parts of a meal.
He says: “As more and more consumers look to enjoy wagamama at home, it was important that they were able enjoy the same quality of experience eating out of the restaurant as they do eating in.”
He adds that the plastic packaging “performs functionally, improves heat retention and maximises freshness and presentation of meals”.
The bowls are covered by an outer cardboard band, which lists items from the restaurant’s placemat menu, indicates what meal has been ordered, and has a slot for wooden chopsticks, which are also part of the restaurant’s aesthetic.
Beauchamp says the consultancy aimed to “give consumers the same quality of experience eating out of the restaurant as they do eating in” with the new design.
Alongside the food packaging, Pearlfisher has also designed plastic bottles to take away the restaurant’s fruit juices and paper take-away bags, with the restaurant’s logo printed on.