The challenge
The goal was a concept designed from day one to be replicated and scaled, with an instantly recognizable identity built on iconic visual codes. The ambition behind the business: to become the go-to name for Asian fast food, a space that’s still wide open in Italy.
We worked closely with the investors as the idea took shape, both on the menu and on the visual codes that best fit the positioning. That groundwork set the design principles and the market opportunity that shaped the entire creative process.
All around the Waso
It all starts with the idea of a container (the name is a nod to vaso, Italian for “vessel”). The container captures what Waso is about: exploring Asia to bring new, authentic flavors to the table, simply. Waso brings dishes to the city that feel authentic and approachable, made for people who want to try something new and eat well every day.
From there, we built a flexible, modular language: Waso becomes a visual container that adapts to any content and any format. The food takes center stage, with photography that makes it look as good as it tastes, bold color contrasts, and type that works as a graphic element in itself.
Space as identity
The first restaurant brings the brand to life in physical space. The interior is built around a few iconic elements: lots of red, the rounded shapes of the large feature wall, integrated signage and graphics, and pops of color in the furniture. Every detail echoes the brand language, so the space itself becomes a powerful communication tool.
Two signature elements keep the concept recognizable as it rolls out to new locations: stacked bowls that act as an eye-catching landmark, and a bowl-shaped cutout that reshapes the service counter.
A few elements, instant recognition and great flavor: that’s Waso.
Waso brings Asian food to the fast-casual format. After opening its first location in Ravenna, it’s set to expand across Italy.
