When Wagamama planned to expand in the UK and abroad with the goal of becoming the world’s best noodle restaurant, it tasked Dinosaur with evolving the brand identity to accommodate its evolution.
Provide an overarching brand architecture true to the brand’s belief in the spiritual and physical benefits of good food, but retaining the “naughty” playfulness of the brand’s character.
We worked across a wide stakeholder sample to identify what needed to change and what needed to be retained with an eye to relevance across international markets. The programme brought the identity together, spanning all aspects from logo and photography to tone of voice – and from advertising, packaging and supermarket sauces range to in-store comms. Produced as interactive guidelines, the resulting toolkit allowed tight localised brand management in the new global territories, while increasing the brand’s profile and affinity in the UK.
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