Trader Joe's Rebrand
DELIVERABLES:
- Brand Identity
- Logo Animation
- Stationery Suite
- 4 Unique Packaging Designs
- Merchandise
- Environmental Graphics
- Social Media Graphics
- Flyer
- Annual Report (26 pages)
Client Overview:
– Cult following
– High quality, low prices
– High quality, low prices
– Healthy, friendly, fun
– Niche, understated
– Niche, understated
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.
Target Audience:
– Gen Z, Millenial
– Adventurous, vibrant
– Adventurous, vibrant
– Social media shoppers
– Always hunting for new trends
– Always hunting for new trends
– Shops for daily needs
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.
Rebrand Goals:
– Stay recognizable
– Quirky, organic, legible
– Stay recognizable
– Quirky, organic, legible
– Unify brand styles
– A flexible logomark
– A flexible logomark
Development:
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.
THIS PROTOTYPE REBRAND WERE CREATED FOR A CLASS PROJECT, WITH NO AFFILIATION TO TRADER JOE'S.
ALL IMAGES, LOGOS, PRODUCTS, VIDEOS, AND OTHER COPYRIGHTS OR TRADEMARKS FEATURED, MENTIONED, OR REFERRED TO WITHIN THE PROJECT ARE THE PROPERTY OF TRADER JOE'S. THE USE OF THE TRADE NAME, COPYRIGHT, OR TRADEMARK IN MY STUDENT PORTFOLIO FOR IDENTIFICATION AND REFERENCE PURPOSES ONLY AND DOES NOT IMPLY ANY ASSOCIATION WITH THE COPYRIGHT OR TRADEMARK HOLDER OF THEIR PRODUCT OR BRAND. MY WORK IS NOT AFFILIATED, ASSOCIATED, AUTHORIZED, MAINTAINED, SPONSORED, ENDORSED BY, OR IN ANY WAY OFFICIALLY CONNECTED WITH THESE COPYRIGHT OR TRADEMARK HOLDERS. TRADER JOE'S DOES NOT SPONSOR OR ENDORSE ANY OF THE SHOWN WORK. I DECLARE NO AFFILIATION, SPONSORSHIP, NOR ANY PARTNERSHIPS WITH ANY COPYRIGHT OR TRADEMARK HOLDERS.
Mood board
Logo development
Logo animation
Redesigned Stationery Suite
Example developments for ephemera graphics
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.
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.
Truck wrap
Storefront mockup with logo
Store environmental mural design
Street environmental mural design
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.
Shopping bag
A new paper bag design is essential to this rebrand since it is a main touchpoint for all Trader Joe’s customers. This item increases brand awareness by featuring the logo and branded illustration and use of color for a single-color print item.
Social Media Graphics
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 story ads
Instagram feed
Pinterest cover graphics
Merchandise
These merchandise executions are meant to increase brand awareness and give back to customers a piece of Joe’s, featuring unique illustrations integrated with their logo and color pallete. Bucket hats and tote bags are expected to be well-received since they trend
in their demographic for both practical shopping uses and fashion.
Fearless 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.
Billboard Series
This billboard series enhances brand recognition and motivates sales by showing consumers what kinds of food they could make or possibly buy ready-made at Trader Joe’s. The logo, tagline, and illustration and use of branded photography leaves the viewer with a simple and memorable takeaway of who exactly Trader Joe’s is and the kind of experience they can expect from going there.
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.
