Contrast Creates Brand Identity for Wasabi Full of Asian Flavour

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 develope