Trader Joe’s: Gen Z Rebrand

Editorial Design | Branding | Packaging Design

Tasked with completely redesigning Trader Joe's to fit a Gen Z audience, we created a style guide, advertisements, and products to encapsulate the updated Trader Joe's. Trader Joe's is a grocery store known for its fun packaging, kind customer service, and nautical branding.

Client: Trader Joe’s

Note: Hypothetical, for class. Style guide was a collaborative project with Mia Zucchi, Lucy Guyer, Emily Whitney, and Izzy Marantuono

We utilized more modern and sleek fonts and a bright and fun color palette to capture the attention of our target audience. Our overall style matches what would fit the trend of Gen Z in order to market to them effectively.

Outside of the style guide, I focused on Trader Joe's packaging that utilized a simplistic yet recognizable illustration style as well as a clean layout for products that utilized a lot of negative space to avoid overwhelming the target audience. The packaging design showcased on juice bottles creates a cohesive element across the Trader Joe’s branding but utilizes illustration to differentiate them visually.