Designer: Rhianna Lohmiller
Location: United States
Project Type: Student Project
School: Ball State University
Professor: Shantanu Suman
Packaging Contents: Fish & “Chips”

This food truck design was created for a local Wisconsin fish fry restaurant, Red Pines. Red Pines is located in Onalaska, WI, and is locally known for its famous Friday night fish frys. Red Pines offers a cozy, warm and rustic atmosphere that is nestled in the woods of Wisconsin. Red Pines also offers live entertainment and an outdoor volleyball pit in the warmer months. Red Pines prides itself in the quality of fish they serve and the time taken to prepare each meal.

Fish frys are most common in Wisconsin as most of Wisconsin’s settlers were Catholics of Polish and German descent. Catholics are unable to eat meat on Fridays during lent, therefore a Friday night fish fry is a staple. Pair the fish with a side of coleslaw, fries, rye bread, and a pitcher of beer and you are on your way to being a true Wisconsinite.

All of the elements within the food truck, packaging, and menu relate to the original brick and mortar Red Pines location. With Red Pines being nestled in the woods and on Lake Onalaska, much of the design inspiration and illustrations stem from that aesthetic. Woodgrain illustration is used on the food truck, packaging, and menu card. The woodgrain also appears as water waves as the fish swim through. A fisherman illustration is also used throughout the branding to help unify the outdoors/fish aesthetic. The logo is also redesigned and highlights the “S” of the name with a fish hook on the end. A more rugged typeface was used to also unify the woodsy outdoor aesthetic. Red and cream are used as the color palette as it was a part of the original Red Pines logo.

The packaging also resembles that of a fisherman’s lunch pail often taken on a long boating day. The same woodgrain water illustration and pinecone fish illustrations are shown across the packaging. Pops of the pinecone fish are also displayed across the drink packaging as well. The menu card offers a variety of delicious fish fry choices with side and drink options. Again, the menu also displays the woodgrain water and fish illustrations to tie in each of the separate pieces.