Japan’s much-loved Udon specialist, Marugame’s first UK restaurant at Liverpool Street, London had to do more than introduce a brand, it had to open a window into a culture. For many guests, this would be their first encounter with Sanuki Udon, made fresh in-house each day. The kitchen became the heart of the brand experience: open, energetic, and alive. Steam rises. Pots bubble. Skilled hands work in confident choreography. It’s purposeful, organised movement echoing the everyday kitchens of Kagawa, Udon’s spiritual home.

Alongside the physical experience sat a deeper strategic challenge. Working closely with Toridoll’s teams in Japan and the UK, we led a global brand review to ensure that Marugame’s brand essence could translate clearly, respectfully, and with meaning for a new European audience. The resulting brand strategy became the foundation for every creative decision, shaping a fully integrated guest experience.

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 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 that in life, the simple things can be the most rewarding.  It’s a shared ritual. And a chance to rediscover the pleasures hidden in the everyday.