Image
Image
Image
Image
Image
Image
Image
Image
Graduates
Phoebee Lin
MFA in Graphic Design - 3 Yr Path — Graduate Graphic DesignCourse:
Grad Package Design 2
Faculty:
Dan Hoy
Term:
2025 Summer
Embark
Embark is a sub-brand concept for Trader Joe's that transforms cultural curiosity into hands-on cooking experiences. Designed for adventurous yet busy individuals, Embark bridges the gap between global food exploration and the confidence to cook at home. Each monthly kit highlights a different country, combining playful storytelling with approachable guidance, which brings the excitement of travel and the comfort of home cooking together in an affordable, engaging format.
Process:
The project began with identifying a key audience insight: consumers are eager to try global cuisine but often lack the confidence to prepare it. From this, the concept of “traveling through taste” emerged. The packaging system draws inspiration from air travel, each box designed like an airplane window that slides open to reveal the ingredients. Playful exterior graphics reflect Trader Joe’s personality, while interior details incorporate native language elements to create small but meaningful cultural connections.
Learning Outcomes:
This project strengthened my ability to build a strategic sub-brand within an existing brand ecosystem. I developed skills in audience research, experiential packaging design, and interactive dieline construction. Most importantly, I learned how to use structure and storytelling together to transform a product into a cohesive, immersive brand experience.