Plan

Redesign
Product Name: Old Man Fongs
Target Group:
The target group for this product will be the restraunt owners themselves!
Brief History:
The Chinese-takeout container, may look Japanese, however you will be
surprised to know that it is uniquely American! It was invented in 1894 by Frederick
Wilcox, and was patented as the paper pail, which was a single piece of paper,
creased into segments and folded into a leak-proof container. It also had a dainty wire
handle on top.
The design was probably based on another container called the oyster pail,
which as it sounds, was used for carrying oysters. The paper pail and Chinese food
seem to be made for each other. The pail is leak-proof which is great for Chinese
leftovers, also it is very inexpensive to make.
Big Idea:
For this design we are going to use a nice dark background with red text and
graphics. The rationale for this is because the black doesnt show stains nearly as well
the white does. Often times people turn away from these boxes because they can get
greasy and look gross when the food is perfectly fine. Is is just an asthetic look, but
people shun from it. With the new black look of the box, it will have a clean appear-
ance and it will appear to be stain free. The red will contrast great with the black
and will still keep the traditional feel. Many Chinese restaurants already use black in
abundance, so the box wont even be a huge change, it will actually fit better with the
overall feel of the place.
Style Guid
1
Colors:
Marketing Fonts:
Package Font:
Optimus Prime Red
CMYK: 11 100 100 2
RGB: 211 32 39
Pantone: 1795 C
Hex: d32027
Snowfall White
CMYK: 1 1 1 1
RGB: 247 246 245
Pantone: 663 C
Hex: f 7f6f5
Helvetica Neue
Minion Pro Regular
Minion Pro Bold
This body copy will be Minion
Pro Regular because it is a
greay text and it is easy to
read. There is some bold just
to make the reading of titles
easier. The Helvetica is for
larger titles and captions so
they attract more attention.
Chinese Takeaway
There will only a word or
two on the packaging. It is
extrememly simple and it is all
about the graphics and the feel.
This is a classic chinese-type
font that will work well to
express the feeling.
2
Logo:
Color: Below is the logo for this package. The main logo for this
package will be the red logo. The red contrasts well with the black
background it will normally be placed on. The black and white logo
will just be for small prints and whatever else may just need to be
black and white.
Placement: The type and graphics wont generally go together. The
dragon will be placed somewhere on the takeout box while the type
(which will vary according to the restraunt) can be somewhere to-
wards the top so that people can read it easily.
Style Guide
Old Man Fongs
Old Man Fongs
4
Design
Package
6
Redesign
8
Plan
Redesign
Designed By: Travis Empey