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 Guide 1 Product Redesign Colors: Marketing Fonts: Package Font: Hot Rod Red CMYK: 11 100 100 2 RGB: 211 32 39 Pantone: 1795 C Hex: d32027 Infernal Black CMYK: 88 67 61 71 RGB: 7 32 38 Pantone: 5463 C Hex: 072026 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 Product Redesign 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. 3 Style Guide Old Man Fongs Old Man Fongs
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