We worked with all the key Toridoll stakeholders in Japan and the UK on a full global strategic review to ensure that the brand was translated for an European audience. Our goal was to create a brand strategy that informed all subsequent creative decision-making to deliver a fully integrated brand and guest experience.

Marugame’s brand was underpinned by the essence of ‘everyday nourishment’ – an ethos that combined the sense of a meal that, in Japan, is a daily ritual, with the benefits of it being a healthier, more rewarding, more uplifting guest experience – one which leaves guests feeling re-energised in mind, body and spirit. This ethos was designed to permeate every part of the company’s operations, nourishing staff and the communities in which it operates which was just as importantly as satisfying guests.

Sharing the simple pleasure of eating this authentic everyday ritual outside Japan became our mission. Visiting udon kitchens is a way of life in Japan and we wanted to recreate the authentic sense of discovery of stumbling into a kitchen in udon’s spiritual home of Kagawa, by inviting guests into the heart of Marugame’s lively kitchen to share this uplifting everyday ritual. 

The affordable price point was a springboard to create a brand that was a great leveller – the experience in Japan is a common ground for rich or poor, young or old – the trip to Marugame reminding us all to stop for a moment and focus on the blessings hiding in everyday life. 

The menu is also guided by finding delight in the everyday, a concept inspired by Shizen, an element of Wabi Sabi philosophy – meaning ‘naturalness without pretence’. It’s driven by a belief in keeping everything simple, honest and good for all. In other words – in life, the simple things can be the most rewarding.