Wagamama was doing some great innovation, but somehow this now 27-year-old brand wasn’t as “sticky” with a demanding younger audience. In the highly competitive fast-casual space brands must be confident, single-minded and distinctive. They’ve got to stay fresh and social but without compromising on their DNA and authenticity. We went back to the brand’s roots to create a brave, original and craft-led campaign refreshing Wagamama’s creative soul and reclaiming cultural relevance.
Celebrating ‘Next Wave’ Vegan Tuna
Once effortlessly cool it was clear Wagamama had lost the clarity of its design point of view. We dug into the brand DNA, borrowing from traditional craft and truths, to imbue a sense of craft and authenticity but giving them a modern context.
We teamed up with award winning Japanese illustrator Yuko Shimizu, who’s work combines Japanese heritage with contemporary reference points, to re-create ‘The Great Kanagawa Wave’ for the vegan campaign.
Knowing that our audiences appreciated brands’ creating a whole experience around a new dish we invited dinners to create an Origami boat and share online.
Authentic conversations about mental health
In our ‘Share and Repair’ campaign we used the analogy of Kintsugi, the Japanese art of mending broken pottery with gold, to create a standout poster for their mental health partnership. Once again, we married bold design with genuine craft to build distinctiveness and authenticity.