TownHall × Rebol × Green Goat Bag Design
A shared takeout bag that carries three restaurant brands and one ingredient standard on a single kraft surface.
- Client
- TownHall, Rebol and Green Goat
- Industry
- Hospitality
- Role
- Design
- Services
- Print design, Packaging design, Brand collateral, Copywriting
The problem
Three sister restaurant brands shared one ingredient standard but had no shared piece to say it. Takeout bags leave the building every day, and theirs were doing nothing but carrying food.
Background
Three sister restaurant brands share one ingredient standard, and takeout bags travel further than any other piece of collateral they print. The bag had to work as packaging and as advertising at the same time.
The design had to hold three logos without any one brand dominating, and stay legible printed in one color on uncoated kraft stock.
Objectives
- 01
Put three brands on one bag without any of them losing weight
- 02
State the shared ingredient standard in a form people read while walking
- 03
Hold up in single-color print on uncoated kraft stock
Audience: Takeout guests across all three restaurants, plus everyone who sees the bag in transit.
Process
Planning, strategy, execution.
- 01Planning
One surface, three brands, one claim
Planning treated the bag as media, not packaging — establishing what a person can actually read at a glance and what the three brands genuinely share.
- Confirmed the shared ingredient standards common to all three restaurants
- Set print constraints up front: one color, kraft stock, gusset and base areas
- Defined the reading order — headline, standards checklist, then logos
- 02Strategy
A claim you can read at arm's length
The strategy led with a single confident headline and reduced the proof to a four-item checklist, then gave the brands equal footing at the base.
- Headline owns the face; standards sit beneath it as scannable checkmarks
- Three headline versions developed to rotate tone without changing the system
- Let Food Be Thy Medicine placed vertically on the gusset as a persistent brand line
- 03Execution
Built for kraft and daily use
Execution delivered production-ready bag artwork in three versions, tuned for single-color printing on uncoated stock.
- Three finished bag designs — v.1, v.2 and v.3
- Type weight and contrast set for legibility on textured kraft
- Equal-weight lockup of the Rebol, TownHall and Green Goat marks along the base
Creative approach
A single bold headline owns the face of the bag, with the four ingredient standards set as a short checklist below it — readable at arm's length while someone carries it.
Three headline versions were developed so the same structure could be rotated without reprinting the system: a credibility claim, a category-challenger line, and a plain-spoken stance on real ingredients.
Let Food Be Thy Medicine runs vertically up the dark gusset, and the three logos sit together along the base at equal weight so the bag reads as one shared standard rather than a co-brand compromise.
The work
Walk the deck.
Use the arrows, thumbnails or arrow keys.
01 / 01Three headline versions — v.1, v.2 and v.3
Delivered
- Three co-branded takeout bag designs
- Headline and standards copy
- Three-brand base lockup
- Print-ready single-color artwork
Scope of ownership
- Bag design, layout and headline copy
- Balanced three brand identities in one co-branded system
What this project demonstrates
Packaging used as owned media — a daily touchpoint turned into a clear, shared brand statement.
Performance results for this project are not published here. Metrics are available on request where the client has cleared them.
Next case study
TownHall Green Goddess Crowler DesignHave a brand, project or opportunity worth talking about?
Whether you're looking for creative support, stronger brand direction or want to discuss an opportunity, start a conversation with Audrey.