Wagamama launches sustainable packaging range with industry-first material
By using the recyclable material cPET, design agency Morrama’s work is set to cut up to 330 tonnes of virgin plastic every year from the British restaurant chain’s operations. The redesign, which is set to replace 8 million plastic packaging items, began in 2021 as a means of meeting Wagamama’s ambitious sustainability goals.
With the new packaging set to be implemented across delivery and takeaway operations, Morrama’s first task was to define the driving principles behind the packaging. Found to be reduce, recycle and improve, the project allowed the brand to become the first in the industry to use materials made from 70% recycled content.
Kay Bartlett, customer director at Wagamama, says, “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, trialling and testing different materials, and working with leading experts in these fields.”
Working alongside a thermoformed food packaging supplier for over a year, the agency was able to develop a solution which involved cPET, an industry-first recyclable material. Keeping some plastic on the packaging remained unavoidable so to preserve the taste and temperature of some dishes and to ensure there would be no leakages.
Morrama sought to create an aesthetically pleasing design by adopting a new take on the restaurant’s ramen bowls. The agency had many things to consider in its designs from how the bowls would stack in the bag to how crispy squid is kept crispy. The Wagamama grey has been replaced by a lighter sandy tone in a colour palette switch that demonstrates the company’s planet-conscious credentials.
Jo Barnard, founder of Morrama, adds, “It’s been an absolute pleasure to work with the team at Wagamama. They are constantly pushing and questioning the sustainable credentials of their packaging, wanting to do the absolute best possible. The goal of this project has been about reduction as well as improving the experience for both their team and guests. We are over the moon with the outcome.”
The new packaging is set to be live across all Wagamama restaurants and delivery kitchens by October.