Project: TJ’s Design
Role: Designer 2018-2021
That neighborhood store that everyone loves…you know the one. The whimsical wonderland of retail groceries, dances to its own beat with sales soaring over $2,100 per square foot – that's double the delight of any other grocer! And get this – they've achieved this grocery nirvana without the usual suspects: no ads, no loyalty programs, no coupons, no "daily deals," no focus groups, and definitely no paid influencers. Just pure, unadulterated Trader Joe's magic!
Designing here was an exhilarating experience because the creative autonomy of their artists from the corporate level to the sign artists at the store level continues to be so paramount to their process. Individual Creatives are at the helm for art direction, design/illustration and copy for assignments. Trust in the product and the brand has created a built-in safety net to let the creatives go wild and build the company brand. It’s pretty magical.
An homage to the classic Orange Creamsicle, the Tangerine Cream Bars appeal (see what I did there) in a sea of delicious frozen goodies is that big wollop of bold color with that sweet and citrusy bar on full display.
The fan favorite Ube Ice Cream tub design was inspired by the increasingly-popular tuber of its namesake. You really can’t go wrong with that purple.
Initial concept sketch vs final product
One of the hazards of art directing food photo shoots is all the leftover snacks. The struggle is real.
Fearless Flyer Reusable Bag The Flyer has stowed away in your bag and is very busy pilfering your goods!
In addition to packaging, I designed countless rolls of stickers and became a real favorite of kid’s backseat windows everywhere.
Plenty of marketing projects with old Joe as well, which have provided a wealth of experience and valuable insights into the industry.
