Designed by: Morrama | Country: United Kingdom
With countries pledging net zero by midcentury, it only makes sense when small and big companies alike join hands to support their nations. Wagamama, the UK-based chain of restaurants, is the latest to join the bandwagon in supporting its country to achieve carbon neutrality by 2050.
Wagamama teamed up with award-winning industrial design consultancy Morrama “to meet the brand’s ambitious sustainability goals.
“Drawing inspiration from the circular economy strategy and with advice from external recycling and packaging experts, the innovation agency first defined the driving principles behind wagamama’s packaging redesign:”
“Reduce: wagamama will no longer rely on up to 330 tonnes of virgin plastic every year for its delivery packaging operations
Recycle: wagamama is the first in the industry to use materials made from 70% recycled content
Improve: Morrama worked with both wagamama guests and team to improve the overall experience from ‘bowl to soul’”
The packaging
One of the highlights of the packaging redesign was the removal of plastic. A customer can now expect his food to come packed in biodegradable material. The packaging design also highlights the restaurant chain’s attention to detail.
“The design of the packaging itself is representative of Morrama’s attention to detail. The form and aesthetic is a fresh take on the restaurant’s distinctive ramen bowls. Thoughtful considerations extend from how the bowls stack in the bag to how crispy squid is kept crispy, whilst removing excess material at every step. A more natural light sandy tone has replaced the distinctive wagamama grey, reflecting this planet-conscious step forward, and ensuring the materials are more easily picked up by the scanners in recycling plants.”
Kay Bartlett, Customer Director, wagamama, adds, “Our new sustainable packaging range is a fantastic initiative that comes at the right time as we aim to reduce impact across all our operations. We spent months exploring various options, trialing and testing different materials, and working with leading experts in these fields. Morrama truly understood our values and goals for this project, and helped us make it a reality.”
