wagamama saw an opportunity to expand their portfolio and conceive a ‘little sister’ brand. With bravery; the challenger and independent spirit within their DNA, mamago is designed to be more upstart and less sit-down, serving fast, fresh and simple Japanese-inspired food, served in a technology-focused guest journey to cater to the need of the grab and go customer.

It was important to reinforce the quality assurance of being part of the wagamama family but also communicate a vibrant and unique personality of its own. The visual identity took inspiration from wagamama's core brand symbol the star, deconstructing it to create an asymmetric pattern designed to be used flexibly. The logo uses wagamama's familiar font style, with the 'star' and 'go' stamped to communicate the grab and go format. On the packaging a series of quotes can be discovered, which help to communicate the brands healthy and positive food ethos. All of the packaging used is sustainable and completely compostable, with minimal formats and components.

Innovation, Brand identity, Packaging, tone of voice