Trader Joe's Brandbook / by Christina Fountain

Trader Joe's is a gourmet and health food store that offers very affordable organic food and drink. Their current branding is overstimulating and disorganized. After developing a new logo and system, I created a brand that is really cohesive and still stands out amongst their other competitors. The new Trader Joe's is more sophisticated and focused, but still fun.

Here are all the components to the new brand made into an accordion style cloth bound cover book.

To see the what the brand looks like as a whole click here.