Trader Joe's is a privately held chain of specialty grocery stores, founded by Joe Coloumbe in 1958. As of today, there are 400 stores in the United States. 80% of their products are under their own brand name. My goal for this project is to update the Trader Joe's brand identity and use consistent design elements. I want to convey the Trader Joe's culture by communicating its message in a contemporary and exciting way.