Background:
Wasabi were founded 20 years ago by Asian Chef, Mr Kim, who started a market stall in Camden selling authentic Sushi and Bento. Fast forward to today and the Wasabi brand comprises 43 restaurant branches throughout the UK and a grocery range that’s the second largest ready meal brand after Charlie Bingham’s.

In 2023, Wasabi tested and validated a new and broader brand positioning strategy with customers – “Flavourful Asian Food for Everyone”. Wasabi sought our help to bring this new positioning to life in one cohesive visual Identity spanning Master brand elements, grocery packaging, and restaurant packaging and assets.
Historically only a small number of distinctive and recognisable assets existed. These assets and the restaurant and grocery brand touchpoints had been developed in isolation and had never been considered as a one “Master brand”. We used our strategic process to highlight the key brand assets to identify what could be evolved, amplified, and removed to develop a more distinctive and ownable suite of brand assets to better link restaurant and grocery offers. We developed a unique tone of voice to connect restaurant and branch in an unpretentious and approachable way. A key focus was moving to a more sustainable Bento bowl solution, using this distinctive asset in a more in consistent way in both branch and store to drive cross-sell and shared perceptions of quality & value.
The result was a strengthened and evolved master brand identity that cohesively connects restaurant and grocery branch touchpoints whilst staying true to Wasabi’s roots.