Trader Joe's Packaging Rebrand

Trader Joe's is well-known to its customers for low prices on unique food items, ranging from cookie butter to turkey corn dogs. The chain is also known for its quirky culture. Employees, easy to spot in their Hawaiian shirts, go out of their way to be helpful, and plastic lobsters are used to decorate stores. They buy direct from suppliers whenever possible, they bargain hard to get the best price, and then pass the savings on to their customers. They’re well known for their low prices on groceries. Always fresh and high quality.

Timeline & role

Lead designer with art direction, layout, and illustrations. The total timeline was 6 weeks and disclaimer this is a personal project.

Challenge & objective

The challenge was to recreate dried fruit packaging for Trader Joe’s brand with my alternative creative design to bring a different appeal to the product.

Process

During my research and I have found that Trader Joe’s approach to their packaging design is not intended for mass advertisement for their product. My idea was to create a simple and clean design for the dried fruit packaging while not putting high-end emphasis and still be able to fit the demographic that shops at Trader Joe’s.

Solution

In this project, I sketched multiple layouts of a design to ensure they all work for the three dried fruit packaging from my selection. Consistency was important for the dried fruit packaging in order to have instinct association. I chose fun and warm colors to appeal to the audience while also having a playful contemporary element.

Moodboard

Current design

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