Trader Joe's is an American grocery store chain known for its unique approach to food retail. Founded in 1958 by Joe Coulombe in Pasadena, California, Trader Joe's initially catered to a niche market of well-traveled customers looking for exotic and affordable food items. The company evolved into a successful retail concept by offering a wide selection of private-label products, emphasizing quality, affordability, and a friendly shopping experience. Trader Joes was originally inspired by Caribbean style, hence the tiki theme found throughout stores. 

With my rebrand, my goal was to simplify the original label and create a modern look that will stand out on the shelves while still keeping the Trader Joes aesthetic. I added a simplified version of my new trader joes logo to the top of the bottle in hopes of adding some variety to the shelves.

When rebranding, my main focus was simplicity, I went in to it with no fear of negative space. I spread aspects on the design out to give it a light, airy feel.