The wagamama kitchen concept is designed to cater to high volumes of delivery alongside collection and a small number of walk-ins. The identity needed to embody wagamama as guests know it, while effectively managing expectations around the differentiation to the core restaurants.

The overall identity needed to be stripped back, but at the same time suit their edgy inner city locations.

The contemporary Manga illustration was inspired by the favourite Asian-inspired dishes from iconic noodles, curries, rice bowls and sides. It depicts the busy hyper local communities around the wagamama kitchen sites. The Manga artist was commissioned to create one illustration which could be used large scale for murals, as well as cropped for smaller printed communications to highlight its individual quirky scenes.

New brand development, Brand identity, Brand Packaging, Illustration commission