Trader Joe's prides itself as having foods with no artificial flavors, preservatives, MSG's, GMO's, or partially hydrogenated oils. They also boast themselves as having packaging that is creative and informative. 

With the original packaging being difficult to read and outdated in design, I decided to cater to their intimate, friendly-feel with a handwritten typeface for the logo. The new logo, while simplistic, focuses strictly on the typeface, while adding an element of the original with the hibiscus flower illustration. 

The color scheme I chose directly corresponds to coffee flavors, highlighting the illustrations on the packaging and automatically being easily recognized by possible consumers. The tones are moderately saturated while remaining fairly neutral, catering to their niche and eccentric audience.