TraderJoe's Rebrand
Deliverables
Deliverables
BRAND IDENTITY
LOGO ANIMATION
STATIONERY SUITE
PACKAGING DESIGN (4)
MERCHANDISE
ENVIRONMENTAL GRAPHICS
SOCIAL MEDIA GRAPHICS
FLYER
ANNUAL REPORT (26 PGS)
Target audience
• Adventurous, vibrant •
• Social media shoppers •
• Always hunting for new trends •
• Shops for daily needs •
Branding
For the logo, I utilized a shopping cart and sun into the icon in order to reflect the freshness of Trader Joe’s products and their welcoming customer experience. Since illustration is central to Trader Joe’s branding, I created a new set of custom food illustrations and textured backgrounds to create the down-to-earth feeling that they embody. Every decision for this rebrand was made with the culture and identity of Trader Joe’s closely in mind, yet the branding is unique from other grocery stores and allows Trader Joe’s to stand out from its competitors and leave a positive impression on consumers.
OVerview
Trader Joe’s has been transforming grocery shopping into a welcoming journey full of discovery and fun since 1967. They have garnered a cult following for their unique food products under the Trader Joe’s label, sold at surprisingly low prices due to their direct access to suppliers, as well as the helpful and outgoing attitude of their staff.
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Trader Joe’s has kept its loyal shoppers satisfied throughout the years with fresh, unique, and tasteful food items that could be found nowhere else. Yet, their branding doesn’t currently reflect those qualities, but is more of a hindrance to customers understanding why Trader Joe’s products are a must-buy. Trader Joe’s needs to adopt a visual style that is relevant to today’s consumers, which are Gen Z and Millennial shoppers that are health-focused and often looking online to discover trending brands. I created the branding and all collateral with this in mind.
Mood board
Initial logo concepts
Initial logo concepts
Ephemera concepts
Brand kit
Stationery suite
Packaging
These packaging executions show what the Trader Joe’s brand system can look like across all packaging forms. Packaging has a consistent use of illustration style, typographical hierarchy, color and contrast, logo use,
and overall layout in order to create brand recognition across multiple
packaging uses.
FLyer
The flyer redesign is essential because it is also a main touchpoint for customers, being featured in print at all stores and having popularity with newcomers and faithful customers alike. Designed as a two-color print given the volume of copies, conservation of resources, and use of two-color print in the past, it features seasonal products and recipes to motivate sale of food items.
Social media
Social media graphics for Instagram posts, Instagram story ads, and Pinterest thumbnails all create more consistent and straightforward messaging to consumers across multiple online platforms by creating brand recognition and helping consumers find what items they could buy or cook from Trader Joe’s, as well as discover what new merchandise or food items they should buy.
Instagram posts
Instagram story ads
Environmental
The truck wrap is meant to enhance brand awareness by the use
of logo, illustrations and branded colors, while giving a friendly push to visit TJ stores with a welcoming copy point. Signage (storefront and hanging sign) further signal the identity and location of Trader Joe’s stores. The first wall mockup with the tagline is meant for use outside of a Trader Joe’s store for aesthetics and brand recognition, and the street mural further enhances recognition in the public eye with a very direct use of logo,tagline, and illustrations.
Annual report
For the Annual Report, some important themes for my client were environmental sustainability, nonprofit work for local neighborhoods, inclusion and diversity. I created an engaging long-format design for the annual report including stories about Trader Joe’s history, their sustainability and nonprofit work, as well as financial statements and reports.
