Nice Day is a popular American Chinese food brand that boasts two locations in New York City—but serves diners all over the city due to its streamlined online ordering, which makes it easy to place orders for pickup and delivery.
To further enhance its takeout experience, Nice Day joined forces with an independent Shanghai-based graphic design practice called Related Department. In response to COVID-19, Nice Day took the steps to transform its locations to focus specifically on takeout, an element that also impacted the design of its packaging. The updated design spotlights bold red lettering against white takeout bags, which are then superimposed with the silhouette of a Maneki-neko, a figure thought to bring food fortune. For added security, Nice Day includes "integrity seals" on its takeout bags, preventing bags from ripping open as they're transported. The sleek red and white branding is also extended to Nice Day's chopstick sleeves, takeout menus, and food boxes—creating a photo-ready takeout experience that diners will remember.
Modernized Chinese Takeout Branding
Nice Day Updated Its Packaging with Related Department's Help
Trend Themes
1. Revamped Takeout Branding - Nice Day's updated branding highlights the opportunity for other food brands to adapt their packaging and takeout experience.
2. Collaboration with Independent Designers - Nice Day's collaboration with Related Department showcases the potential for other brands to partner with independent graphic design practices for fresh and eye-catching branding.
3. Incorporating Cultural Elements Into Branding - Nice Day's use of the Maneki-neko figure in its updated branding shows a trend towards incorporating cultural elements in the branding of food businesses.
Industry Implications
1. Food Packaging - Nice Day's updated packaging highlights innovation opportunities for other food brands looking to update their takeout packaging and enhance the customer experience.
2. Graphic Design - Nice Day's collaboration with Related Department showcases the potential for independent graphic design practices to enter the food industry by partnering with brands seeking fresh and innovative branding.
3. Food Delivery - Nice Day's focus on takeout and streamlined online ordering highlights the potential for other food businesses to adapt their operations to emphasize delivery services.