Wagamama spin-off Mamago - what’s the verdict on the logo?

MCA revealed the new logo for Wagamama’s food-to-go spin off Mamago last week.

So while we wait for the exact opening date, the operating hours, the menu, the pricing strategy and everything else to be revealed, what do some branding experts think about the logo ahead of the new opening, which could provide a real boost to the TRG estate if it takes off?

“Brilliant demonstration and execution of a brand who are in touch with their consumers, the market and its trends. Wagamama have shown how their business model can easily adapt with the times, not only in their vegan menu but also with their new ‘to-go’ outlet - and a neat new identity to boot. What’s great about their new ‘Mamago’ logo is their strength and depth in the brand - displaying consistency across the brand world and maintaining recognisable elements to ensure customers connect immediately despite it being a new concept. All hugely important factors for brands. This brings trust and confidence to the consumer as they know the brand and what it offers throughout their experience. You have a loyal customer base from the outset, and using the same clean font, look and feel and product offering, Mamago will certainly bring new customers to the Wagamama table and continue their growth.”
Steve Sharp, Mystery

“This feels an intelligent and well thought through brand extension. The appeal of Wagamama’s cuisine for the takeaway market is very high, given the existing brand strength and the strong demand for healthier on the go food formats. All brands seeking to implement new sub-formats face the challenge of how to signal the offer variance to the core brand, and the branding of Mamago feels well executed– a visual connection to the values and credibility of the core brand, but a distinct sub brand identity that clearly signs the focus on takeaway. This feels like a winning strategy of brand extension.”
Ian Dunstall, Dunstall brand marketing

“It would have been utter madness for them to try anything too different. They are trying to pull off a sweet trick, which is have all the brand credit from Wagamama but signal there is something different going on. It really depends how much awareness they can build for consumers to make the connection, but I think they have done exactly the right thing sticking to their home strip, and I like the playfulness in terms of being able to split it up. All in all it’s a solid job, it’s exactly what you would expect them to do and that’s what great brands do, you see it and think ‘oh, of course that’s what it would look like’. Sometimes people try too hard and do something wildly different and that’s why so many of the sub-brands in our market haven’t worked. There is a huge opportunity in the grab and go market and if they can take some of the love people have for Wagamama and bring that into heathy, fun lunchtimes they will have done the right thing.”
Mark McCulloch, Supersonic Inc