I was inspired to give Trader Joe's a facelift after going to the Vegas store (sadly, the closest TJ's in proximity to Salt Lake). I noticed that a lot of the customers appeared to be young, hip, and health-conscious. The exact opposite of the identity system that sometimes involves old-timey photos as well as Hawaiin elements. After doing some research, I learned that Trader Joe's is so successful that they don't necessarily worry about branding. I also found that the only way to really contact them is to fill out some sort of online form that warns you that it might take a while to get back to you. Not kidding. However, there are plenty of crazy superfans that love TJ's so much that they spend their free time writing blogs on all things Trader Joe's. I wanted to try to come up with the startings of a campaign that highlights, and by extension, thanks all of the tireless fans out there.