The project was about rebranding the Trader Joe’s company. Trader Joe’s is known for their amazing values and wide selection of ethnic foods. However, the design of the company seemed to be scattered. They have some maritime themes mixed with a dadaist approach of using victorian clipart which causes some inconsistency within the design. The main goal was to change this market to express a vibrant urban atmosphere. In order for it to work together, the design needs to be unified so that the true theme of the store is revealed.

The lozenge symbol expresses the idea of highly vibrational city and incorporated them into new design.

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