The product
Frozen chicken tenders, also called goujons, in a retail freezer pouch. British chicken, no artificial colours, flavours, or preservatives. 600g with the estimated sign. Keep frozen. One SKU to start.
Proposal and quotation · YNT-Q-20260908-E17D00
Front and back of a Doodle Do pouch
Frozen chicken tenders from Eat 17, Walthamstow, for the freezer door. 600g ℮, keep frozen, British chicken. Pouches for your shops and for retail beyond. Working size about 200 x 200mm until the cutter arrives. Working name Doodle Do. Pack line doodle-doo.
Prepared for Chris, Eat 17Doodle Do8 September 2026Valid until 8 October 2026
British chicken
crispy, juicy, delicious
doodle-doo
chicken tenders in a crispy buttermilk crumb
Red Tractor British chicken
No artificial colours, flavours, or preservatives
A cult classic recipe in our restaurant since 2007
600g ℮
Keep frozen
- 600g freezer pouch
- Approx 200 x 200mm
- Eat 17, Walthamstow
- Cult classic since 2007
01 - Cover letter
For Chris
Eat 17
Eat 17, Walthamstow, London
eat17, 24-30 Orford Road, London E17 9NJ
Hi Chris,
Thank you for the call, and for the pack sketch. Eat 17's chicken tenders, the ones people have ordered in Walthamstow since 2007, going into a freezer pouch for your shops and then beyond. That is the job.
I am reading the sketch for claims and layout only. Colour stays my call. I have not invented a Doodle Do logo for this quote. Working name is Doodle Do. The pack line uses doodle-doo. The site is doodledoofoods.co.uk. We lock spelling in discovery.
The pack is frozen chicken tenders, 600g, no artificial colours, flavours, or preservatives, British Red Tractor chicken. Size from you is about 20cm x 20cm. That estimate is the approximate cutter already in this fee. When you send the real die line, adapting to it stays inside the packaging price. You supply licensed Red Tractor artwork. I place it. I do not redraw the mark.
Front of pack, from your note, as a starting hierarchy: British chicken; crispy, juicy, delicious; doodle-doo; chicken tenders in a crispy buttermilk crumb; the tenders photograph; Red Tractor; no artificial colours, flavours, or preservatives; a cult classic recipe in our restaurant since 2007; 600g with the estimated sign; Keep frozen.
Back: Happier chickens, tastier tenders. Hit at Eat 17 since 2007, now bringing the recipe home. I typeset ingredients, allergens, nutrition, cooking, storage, barcode, and social. You own the legal wording. Cooking copy confirmed by you before print. The full lines sit in the architecture below.
£999 packaging: three concept routes, you choose one, then print-ready. Logo £240 fixed, two or three routes then a final. Master 3D £240, on this invoice. Pack shots are extras. A website page to start is later work, not in this total.
Recommended commission £1,479. 50% deposit £739.50. Balance on handover. No VAT. Copyright in the artwork and wordmark assigns to you on payment in full. Native files are a firm deliverable. Valid until 8 October 2026.
Reply with the company name for the invoice, your details, email, and invoice address, and I will send the 50%. A short call first is fine.
Best regards, Tony Musso Y Not Tony Design Studio tony@ynottony.co.uk +44 7398 693 719
02 - Understanding
Restaurant to retail, a little play
Eat 17's tenders, Walthamstow since 2007, now a freezer pouch. Premium enough for British chicken, playful enough for Doodle Do. Spelling locks in discovery.
The constraint
Pack size from you is about 20cm x 20cm, which sounds square. Exact die line is still to come. That estimate is the approximate cutter already in the packaging fee. Adapting to the real cutter guide when you send it stays inside that fee.
The identity
Restaurant to retail, with a little play. Eat 17's tenders, not a cartoon freezer brand unless the brief asks for that. Working name Doodle Do. Pack sketch uses doodle-doo. Site doodledoofoods.co.uk. Spelling locks in discovery, not treated as trademark-final.
The format
Pouches for Eat 17 shops and for freezers beyond. Front for recognition in a crowded door. Back for the story, the facts, cooking, nutrition, and the marks you license. Red Tractor is a supplied certification mark, not a drawing I invent.
03 - Pack architecture
Front for recognition. Back for the facts.
Net quantity is 600g ℮. Working size is about 200 x 200mm, from your estimate, until the real cutter arrives. Hierarchy is planned around that face and the copy you lock, so the design does not collapse when claims land.
Front of pack
Name, product, quantity
The face has to work through freezer glass. Brand and product first, a large image of the tenders, 600g present, Red Tractor placed as a supplied mark. The still is unbranded mood, not finished art. Your sketch is claims and layout only.
- 01
British chicken
- 02
crispy, juicy, delicious
- 03
doodle-doo
- 04
chicken tenders in a crispy buttermilk crumb
- 05
Large image of the tenders
- 06
Red Tractor British chicken mark
- 07
No artificial colours, flavours, or preservatives
- 08
A cult classic recipe in our restaurant since 2007
- 09
600g ℮
- 10
Keep frozen
Discovery hierarchy, not locked art
From your pack note: British chicken; crispy, juicy, delicious; doodle-doo; chicken tenders in a crispy buttermilk crumb; a large image of the tenders; Red Tractor; no artificial colours, flavours, or preservatives; cult classic since 2007; 600g ℮; Keep frozen. Useful for claims and layout. I am not attached to the drawing. Colour is my call.
Restaurant to retail, a little play
Eat 17's tenders in a freezer door. Warm enough for a cult classic from Walthamstow, disciplined enough to sit with serious British chicken. Not cartoon unless you ask for it.
Working size, approximate cutter
About 200 x 200mm from your estimate. Square until the die line arrives. Hierarchy has to work on that face, with a large product image and the certification mark, without the legal lines collapsing later.
Net quantity
600g by weight on pack, with the estimated sign. Not the cutter size on the net quantity line.
Back of pack
Happier chickens, tastier tenders
The reverse is a reading order, not a dump. Story, then ingredients, allergens, nutrition, cooking, storage, barcode, social, and doodledoofoods.co.uk. You supply the lines. I typeset them so a late claim still fits.
Story and brand line
Headline direction: Happier chickens, tastier tenders. Signature chicken tenders have been a hit at Eat 17, Walthamstow, London since 2007. Developed over years of trial and error. Succulence and crunch. Now bringing the recipe home. Same great chicken. Crispy, juicy, delicious. Born at Eat 17, Walthamstow. Same great chicken can sit as a short line while we resolve the rest of the voice in discovery. I am not writing a manifesto.
Ingredients, allergens, nutrition
I typeset the list you supply. Wheat and milk in bold. May also contain traces of egg, soya, and mustard. For allergens, see ingredients in bold. Nutrition as typical values as cooked, per 100g, from the figures you sent. You own the legal wording.
Cooking, storage, coding
Air fry 200°C, 10-12 minutes, turn halfway. Oven 200°C, 18-20 minutes, turn halfway. Deep fry 180°C, 4-5 minutes until golden and cooked through. Best from frozen. Piping hot throughout before serving. Cooking copy confirmed by you before print. Keep frozen at -18°C. Do not refreeze once defrosted. Barcode 5060501810042 is client-supplied, confirm before print.
Red Tractor, origin, and final wording
Red Tractor British chicken is a UK farm assurance certification mark. You supply the licensed artwork. I place it to their scheme. I do not redraw the official mark. You sign off origin claims, statutory copy, and every on-pack line before production.
Ingredients, typeset
Chicken breast fillet (70%), wheat flour (wheat, niacin, thiamine), buttermilk (milk), maize starch, rapeseed oil, salt, raising agents: E450, E500, spices (onion powder, garlic powder, paprika), yeast extract, sugar, black pepper. For allergens, see ingredients in bold. May also contain traces of egg, soya, and mustard.
Cooking, confirm before print
- Air fry: 200°C, 10-12 minutes, turn halfway
- Oven: 200°C, 18-20 minutes, turn halfway
- Deep fry: 180°C, 4-5 minutes, until golden and cooked through
- Best results: cook from frozen. Ensure piping hot throughout before serving.
Nutrition, typical values as cooked, per 100g
- Energy1049 kJ / 251 kcal
- Fat12.1g
- of which saturates1.9g
- Carbohydrate16.1g
- of which sugars1.1g
- Protein18.2g
- Salt1.1g
Red Tractor is a UK farm assurance certification mark. Chris supplies the licensed artwork. I place it to their scheme. I do not redraw the official mark. Statutory food copy stays with Chris / Eat 17.
04 - Compliance map
Who owns each line
I typeset and place the mandatory lines you list. I do not give legal advice. Chris owns ingredients, allergens, nutrition, cooking, origin claims, and Red Tractor use.
RequirementOn packStatus
Product name and what it is
Front (and back as needed)
Designed in
Net quantity 600g ℮
Front
Designed in
Working size about 200 x 200mm pouch
Structure / cutter
Not the net quantity line
Approximate cutter adapted to the real die line when you send it
Structure
Inside the £999
Front hierarchy (from your pack note, not locked art)
Front
To be explored
British chicken / country of origin claims
Front and back
Chris supplies and signs off
Red Tractor British chicken mark
Front and back
Chris supplies licensed artwork
No artificial colours, flavours, or preservatives
Front and back
Chris supplies and signs off
Cult classic recipe in our restaurant since 2007
Front and back
Chris supplies and signs off
Keep frozen
Front
Designed in
Ingredients list (wheat and milk in bold)
Back
Tony typesets, Chris owns
Allergen statement and may-contain (egg, soya, mustard)
Back
Tony typesets, Chris owns
Nutrition, typical values as cooked, per 100g
Back
Tony typesets, Chris owns
Cooking instructions
Back
Chris confirms before print
Storage: keep frozen at -18°C, do not refreeze once defrosted
Back
Tony typesets, Chris owns
Barcode EAN-13 5060501810042
Back
Client-supplied, confirm before print
Business name and UK address
Back
Eat 17 / Chris to confirm
Instagram, TikTok, doodledoofoods.co.uk
Back
Handles to confirm
Brand spelling: Doodle Do / doodle-doo / doodledoofoods.co.uk
All faces
Lock in discovery
Statutory food copy, origin claims, Red Tractor use
All faces
Chris owns
05 - Creative routes
How the work can go
Three unbranded stills. Mood and format only. None of these is the finished Doodle Do pack, and none carries a fake mark. Your sketch is claims and layout, not locked art.
Unbranded still
Starting pointRestaurant
Born at Eat 17, Walthamstow. A food-led still, not a cartoon freezer brand. Mood only. Your pack sketch is claims and layout, not locked art. No Doodle Do mark invented for this quote.
Unbranded still
Square pouch
The format: a freezer pouch, about 200 x 200mm from your estimate, until the real cutter arrives. A render of structure, not finished artwork. Adapting to the die line you send stays inside the packaging fee.
Unbranded still
Freezer door
How it has to work: pouches in Eat 17 shops and in retail freezers beyond. Recognition through glass. Still unbranded. Colour and play stay my call once we are in discovery.
06 - Process
One designer, start to finish
You work directly with me from the first spelling question to the printer's preflight. Discovery is about 2-3 working days. Artwork is about 3 working days, from deposit and a locked claims list.
- 01
Kick-off
Define
Lock spelling (Doodle Do / doodle-doo / doodledoofoods.co.uk), the approximate 200 x 200mm cutter, 600g ℮, Red Tractor as a supplied licensed mark, and the claims list you own. You own the wording. I own how it sits on the pack.
- 02
Discovery
Direct
Three fairly decent pack concept routes, plus two or three logo routes. You choose one pack route and one logo. Two revision rounds in this stage. About 2-3 working days.
- 03
Cutter and art
Resolve
Dieline and cutter guide from the 200 x 200mm estimate, then adapted to the real cutter when you send it, inside the £999. Artwork on that structure. Chosen logo taken to a final mark. Two revision rounds. About 3 working days for the artwork.
- 04
Handoff
Deliver
Print-ready files on the agreed cutter, one PDF with Adobe Illustrator editing capabilities turned on, layered Illustrator, and the vector logo. Native files are a firm deliverable after final payment. Two further revision rounds after handover for text and claims. Master 3D if commissioned.
07 - Investment
Logo, pouch and 3D
You are lining up the logo, the packaging design, and a master 3D render. Total £1,479. 50% deposit £739.50. Pack shots are extras. A website is future work. Valid until 8 October 2026.
Premium
On this invoicePackaging design
£999
Three pack concept routes, then the chosen route taken to print-ready pouch art for one SKU. Approximate cutter from about 200 x 200mm. Adapting to the real die line when you send it stays inside this £999. No separate AI fee. Early concept visualisation sits inside this packaging work.
- Three fairly decent concept routes first
- You choose one route
- 2 revision rounds in discovery
- Approximate cutter from about 200 x 200mm
- Adapt to the real die line / cutter guide when you send it, inside this £999
- Print-ready 2D print PDF
- One PDF with Adobe Illustrator editing capabilities turned on
- Layered Illustrator as a firm deliverable after final payment
- 2 revision rounds in design
- 2 revision rounds after handover, including text and claims
Discovery 2-3 working days, artwork about 3
This invoice
Commissioned total
£1,479
Packaging design
£999
Logo / branding
£240
Master 3D render
£240
Website landing page
Future work. Listed, not in this total.
Later
Invoice total
£1,479
50% deposit
£739.50
Not VAT registered. No VAT on this quote. Invoice Eat 17. 50% of £1,479 is £739.50 to start, 50% on handover of print-ready files, the Illustrator-editable PDF, and the native files.
Included
- Three pack concept routes for a restaurant-to-retail freezer pouch, with a little play
- Two or three logo routes, then a final of the chosen mark, as the separate logo fee on this invoice
- Dieline and cutter guide so you can take a size check to your supplier
- Approximate cutter from about 200 x 200mm, adapted to the real die line when you send it, inside the £999
- Artwork built on that pouch, 600g ℮, Keep frozen, with room for a large product image
- Placement of licensed Red Tractor artwork you supply, to their scheme, without redrawing the official mark
- Typesetting of ingredients, allergens, nutrition, cooking, storage, barcode, and statutory lines you own
- Front and back of one pouch SKU
- Information hierarchy fitted to a square-ish freezer pouch
- Development of the chosen pack route through to finished art
- Print-ready artwork with bleed, cutter, colour and finish notes, plus one PDF with Adobe Illustrator editing capabilities turned on
- Layered Illustrator and vector logo as firm deliverables after final payment
- Printer / converter queries through preflight, within the agreed scope
Extras
Logo / branding
On this invoice. Two or three logo routes, then a final of the chosen one. This is the brand mark for Doodle Do. £240 fixed.
invoice£240
Master 3D render
On this invoice. One master 3D of the pouch, so we prove the pack in the round before you print.
invoice£240
Front of pack, no background
Clean pack shot of the front. Extra, not in the £1,479.
from£40
Back of pack, no background
Clean pack shot of the back. Extra, not in the £1,479.
from£40
Front and back pack shots
Both views, if you take them together. Prefer this to the two £40s.
from£70
Website landing page
A page to start with, then room to expand. Future work, scoped once the brand exists. Listed so it is not forgotten. Not in the £1,479, and no figure invented.
laterLater
Not included
- Legal advice, claim writing or regulatory sign-off. You own ingredients, allergens, nutrition, cooking, origin claims, and Red Tractor use
- Redrawing the official Red Tractor mark. You supply licensed artwork
- Printing, materials, or supplier tooling
- A website. Landing page first, then expand. Future work, scoped once the brand exists. Not on this invoice, and no figure invented
Next phase
Website, later
You asked for a website, a page to start with, with a view to expand. That is future work to discuss once the brand exists. It is not in the recommended commission. I have not put a price on it here.
08 - Terms & next step
How we start
- 01
Commissioning
Work begins on receipt of 50% of the commissioned total (£739.50 of £1,479). I will invoice Eat 17. Reply with the company name, your full name, email, and invoice address.
- 02
Revisions
Two rounds in discovery, two in design, and two after handover, including text, ingredient or claim changes a month or two later. A round is a consolidated set of comments.
- 03
Copy and compliance
You supply and approve all statutory food copy, origin claims, cooking, nutrition, allergens, and Red Tractor use. Design arranges that content. It does not constitute legal advice. Cooking copy is confirmed by you before print.
- 04
Files
Print-ready artwork with bleed, cutter, colour intent and finish notes, plus one PDF with Adobe Illustrator editing capabilities turned on. Layered Illustrator and the vector logo are a firm deliverable after final payment, not a maybe.
- 05
Copyright
On payment in full, copyright in the commissioned artwork and the wordmark/logo assigns to you. That is an assignment, not a licence to use.
- 06
Validity
This quotation is valid until 8 October 2026. Printing, materials and fulfilment remain with your appointed supplier.
To commission
Reply with what you want on the invoice and I will send 50% of that total.
If you want a short call before you commission, I am happy to do that. If not, please come back to me with the following details: company name (Eat 17), your full name, email address and invoice address, and I will prepare the invoice for the 50%.