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Grace Carr

BFA in Graphic Design — Graphic Design
Course:
Packaging 2
Faculty:
Dan Hoy
Term:
2024 Fall

Trader Joes

This rebrand positions Trader Joe’s as a modern, inclusive, and environmentally conscious brand while staying true to its playful, adventurous spirit. I prioritized environmental sustainability, reducing packaging waste and supporting responsible sourcing, so the brand aligns with customers’ values and supports commitment to protecting natural resources on the planet.

Process:

The Trader Joe's brand identity merges environmental storytelling with California's diverse landscapes. The "California palette" draws directly from the state's diverse biomes including warm Mojave earth tones, coastal Malibu blues, and vibrant Sequoia greens that ground the brand in its West Coast roots while communicating a commitment to sustainability. Together, these design choices create a cohesive, vibrant identity that celebrates California while reinforcing Trader Joe’s commitment to sustainability.

Learning Outcomes:

 This experience showed me how brand identity can inspire meaningful change, especially around sustainability. By grounding every element, from California biome-inspired colors to sustainable materials in a unified narrative, I learned how strategic design choices can work together to communicate values and drive change.Given more time, I would dedicate extra effort to presenting the final work in a way that fully communicates its form. 

Tags:
Packaging