“ONE SHOULD EAT TO LIVE, NOT LIVE TO EAT —BENJAMIN FRANKLIN
SO WHAT IS TRADER JOE'S?
TRADER JOE'S IS THE ONLY HEALTHY GROCERY STORE THAT OFFERS BOTH ORGANIC AND GOURMET FOODS AT A VERY AFFORDABLE PRICE AND FOCUSES ON PROVIDING CUSTOMERS WITH THE MOST INFORMATION SO THEY CAN MAKE INFORMED BUYING DECISIONS.
JOE'S STORY
IT ALL STARTED IN THE 50 S ... Would you believe we started out as a small chain of convenience stores? It's true. Way back in 1958. We were called Pronto Markets. In '67, our founder, the original Trader Joe, changed our name (yes, to Trader Joe's) and the way we do business.
We made the stores bigger (if you can imagine), decked the walls with cedar planks and donned our crew in cool Hawaiian shirts. Most importantly, we started putting innovative, hard-to-find, great-tasting foods in the Trader Joe's name.
THAT CUT OUR COSTS AND SAVED YOU MONEY. STILL DOES.
SO WHY GO TO JOE'S?
JOE'S GIVES THEIR CUSTOMERS THE BEST FOOD AND BEVERAGE VALUES (BOOZE TOO!) WHEN IT COMES TO ORGANIC AND GOURMET FOOD FROM AROUND THE WORLD AND PROVIDES INFORMATION TO MAKE INFORMED BUYING DECISIONS BASED ON HEALTHY OPTIONS AND CHOICES. JOE'S ALSO HAS EXCEPTIONAL CUSTOMER SERVICE DELIVERED IN A FUN AND FRIENDLY MANNER.
WHY DO PEOPLE KEEP COMING BACK?
IT'S ALL BECAUSE OF THE UNIQUE SHOPPING EXPERIENCE & CUSTOMER SERVICE CA SUA L LOW PR ICE HIG H SER VIC E CO NST AN TLY CH AN GIN G UN PR EDI CTA BLE DIS CO VER Y AD VEN TUR E
“OUR PRODUCT GUARANTEE, WE TRIED IT! WE LIKED IT! IF YOU DON'T, BRING IT BACK FOR A FULL REFUND, NO QUESTIONS ASKED.”
SO WHAT'S THE PROBLEM?
OVERSTIMULATING DISORGANIZED UNFOCUSED
TRADER JOE’S HAS AN OVER STIMULATING STORE EXPERIENCE & BRANDING IS ALL OVER THE PLACE
WHY?
TOO MUCH RANDOM VISUAL STIMULATION
WHY?
BRANDING IS NOT CONSISTENT
WEBSITE ISN’T GREAT OR VERY USEFUL
HANDWRITTEN SIGNS EVERYWHERE
NONE OF THEIR OWN PACKAGING
TRADITION FROM THE ORIGINAL STORE
CURRENT BRAND
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SO WHAT NEEDS TO CHANGE?
SIMPLIFY ORGANIZE CONCENTRATE FOCUS
STYLE DIMENSIONS
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IF M O R E O F U S V A LU ED FO O D A N D C H EE R A N D SO N G A BO V E H O A R D ED G O LD , IT W O U LD BE A M ER R IE R W O R LD . — J.R .R . TO LK IE N
WHO SHOPS AT JOE'S?
GABE FILLIEN Gabe Fillien is a 26 year old engineer who works for Burns and McDonnell in Denver, Colorado. Gabe loves to dress to impress, with (casually) plaid shirts, jeans, and dress shoes or combat boots being his go-to attire. He is a very laid back dude (he enjoys his medicinal marijuana occasionally), and enjoys working out, snowboarding, climbing, and kicking it with his buddies in his free time. Gabe enjoys being healthy, although he can’t go without at least one night a week of good (unhealthy) food and an overindulgence of beer. As a die-hard action fan, it’s hard to get him to admit that he occasional likes a good rom-com or indie film. His ultimate dream is to one day travel the world and immerse himself in other cultures.
RENDY T G N U O Y E TH WHO L A N O I S S E F PRO ITTLE L A S E I T R A P TOO MUCH
THE YOGA M OM WHO INDUL GES IN TOO MUCH C OFFEE & ONLY LETS HER CHILDREN E AT ORGANICAL LY
KAREN JONES K a re n J o n e s i s a 3 3 ye a r o l d m o t h e r o f t wo w h o l i ve s i n F l a g s t a f f, A r i zo n a . H e r t wo c h i l d re n , M a r y L e e , 5 a n d C o d y, 7, a re ve r y a c t i ve w i t h d a n ce a n d s p o r t s . K a re n i s yo u n g a t h e a r t , t h e re f o re , s h e u n w i t t i n g l y f o l l ows t re n d s o f yo u n g e r wo m e n , b u t h a s n o p ro b l e m p u l l i n g i t o f f. S h e l ove s yo g a a l m o s t a s m u c h a s a g o o d c u p o f co f f e e , ( b u t n o t t h a t S t a r b u c k s c ra p) . S h e l i ke s to s u p p o r t l o c a l s to re s a n d f a r m e r s , a n d s h e wo r k s p a r t t i m e i n a h i g h s c h o o l a s a p s yc h o l o g y te a c h e r. I n h e r f re e t i m e , s h e l i ke s to wa tc h m ov i e s , g o to t h e p a r k , a n d h a n g o u t w i t h h e r h u s b a n d a n d k i d s . H e r f avo r i te m ov i e s i n c l u d e B r i d e s m a i d s a n d a n y t h i n g D i s n ey (s o t h e k i d s c a n e n j oy t o o) . To w i n d d ow n , s h e l i ke s to h ave a g l a s s (o r b o t t l e) o f we l l d e s e r ve d w i n e a n d e n j oy a h e a l t h y h o m e co o ke d m e a l .
THE NE W JOE 'S
FUNCTIONAL I enjoy the affordable health, organic, and gourmet food they sell
SOCIAL the store creates an atmosphere that is welcoming
BRAND MIND SPACE
MENTAL I feel good because they sell yummy health food
and fun and the staff is
that is also just as cheap,
very helpful & friendly
if not cheaper than other grocery stores
SPIRITUAL I feel better buying food that is not genetically modified and has no harmful additives
BRANDCODE
MISSION
PRODUCT/BENEFIT
Affordable organic and gourmet food
Best health & gourmet food & beverage
that comes with an awesome in-store
values with easy info to make informed
experience and adventure
buying decisions as well as a friendly & fun shopping experience
POSITIONING
VISION
GURU
Best value for the best food with the
Everyone should have access to
friendliest people
affordable health and gourmet food and have the knowledge to choose to eat healthier to better themselves
STYLING
Honest
VALUES
Hip
Reliable
Tikki/Surfer
Friendly
Fun Multicultural
Cares Friendly Kaizen
Integrity Reliable Progressive
PROGRESSIVE RELIABLE FRIENDLY INTEGRITY
WE CARE
SO WHAT IS A GURU?
DR RUTH
PHARRELL
EONE A GURU IS SOM NATE WHO IS PASSIO GABLE. AND KNOWLED O THEM T O G N A C U O Y BOUT FOR ADVICE A INESS. LIFE AND HAPP
NEW LOGO
LOGO VARIATIONS
FRESH
C=33 M=0 Y=95 K=0
INVIGORATING
C=76 M=0 Y=58 K=0
VITALIZING
HEALTHY
C=86 M=34 Y=51 K=11
C=89 M=32 Y=100 K=23
FUN
C=3 M=54 Y=100 K=0
EXCITING
C=0 M=80 Y=95 K=0
EARTHY
C=26 M=44 Y=88 K=5
LOGO SUB BRANDS
COLOR + FOOD LABELS
HANDMADE TYPE
Hand drawn type perpetuates the fun and friendly vibe of Trader Joe’s as well as allowing for the cleaning up of all the actual hand drawn type around the original store itself.
TRADER REGULAR
ABCDEFGHIJKLMN OPRSTUVWXYZ.!&+$@ 1234567890
TRADER BOLD
400ML REGULAR
RED LETTERS EDITED
GOTHAM REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
THIN SKINNED
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
FOUND TYPE PALETTE
ILLUSTRATION PALETTE
Hand drawn illustrations are an important part of the new Joe’s brand. They provide interest, patterns, and replace photographs in packaging and elsewhere in advertising.
FLAT PACKAGING
TO O PEN, LIFT TAB
BEST IF USED BY
Nutrition Facts
E GLUTEN FRE L FREE A CHOLESTOR E E S O D IU M F R
Serv. Size 2 oz (56g-about 1/7 box) Servings Per Container about 7 Amount Per Serving
Calories 200
Fat Cal. 15 % Daily Value
Total Fat 8g A L DE N T E I N 9 - 1 0 M I N U T E S
12%
Sat. Fat 3.5g
18%
Trans Fat 0g
MADE FROM QUALITY BROWN RICE THAT DELIVERS THE ULTIMATE CO O KING DIRECTIO NS
ENJOYMENT AND TASTE
1 ONION (CHOPPED) 3 GARLIC CLOVES (SLICED) 8 OZS WHITE MUSHROOMS 1/2 TSP SALT 1/4 TSP FRESHLY GROUND PEPPER 14 OZS JOE’S DICED TOMATOES 8 CUPS BABY SPINACH
OUT INSIDE
A LASAGN
1/2 TSP CRUSHED RED PEPPER (OPTIONAL) 3/4 CUP JOE’S PART-SKIM RICOTTA CHEESE
DIRECTIONS:
5%
Sodium 0 mg
0%
Total Carb. 9g
3%
Fiber 1g
4%
Sugars 5g
1) BRING 4 -6 QUARTS O F W ATER TO BO IL. ADD SALT TO TASTE.
Protein 3g
2) ADD PASTA TO BO ILING W ATER
Phosphorus 15%
INGREDIENTS 8 OZS JOE’S BROWN RICE FUSILLI PASTA 1 TBSP EXTRA-VIRGIN OLIVE OIL
Cholest. 15 mg
3 )FO R AL DENTE PASTA BO IL FO R 9 M INUTES, STIRRING O CCASIO NALLY. FO R M O RE TENDER PASTA BO IL AN ADDITIO NAL M INUTE. 4 ) DRAIN W ELL AND SERVE IM M EDIATELY W ITH YO UR FAVO RITE SAUCE.
Iron
10%
*Percent Daily Values (DV) are based on a 2,000 calorie diet.
INGREDIENTS: Tomatoes, Tomato Puree (Water, Tomato Paste), Cream, Parmesan Cheese (Pasteurized Milk, Cheese Culture, Enzymes, Microbial Rennet, Salt), Onions, Extra Virgin Olive Oil, Basil, Garlic, Salt, Sugar, Spices, Citric Acid.
1) COOK PASTA UNTIL JUST TENDER, 8 TO 10 MINUTES. DRAIN AND TRANSFER TO A LARGE BOWL. 2) MEANWHILE, HEAT OIL IN A LARGE NONSTICK SKILLET OVER MEDIUM HEAT. ADD ONION AND GARLIC AND COOK, STIRRING, UNTIL SOFT AND BEGINNING TO BROWN, ABOUT 3 MINUTES. ADD MUSHROOMS, SALT AND PEPPER AND COOK,, 4 TO 6 MINUTES. 3)ADD TOMATOES, SPINACH AND CRUSHED RED PEPPER (IF USING). INCREASE HEAT TO MEDIUM-HIGH; COOK, STIRRING ONCE HALFWAY THROUGH, UNTIL THE SPINACH IS WILTED, ABOUT 4 MINUTES. 4)TOSS THE SAUCE WITH THE PASTA AND DIVIDE AMONG 4 BOWLS. DOLLOP EACH SERVING WITH 3 TABLESPOONS OF RICOTTA.
Mangesium 20%
Not a significant source of vitamin A, vitamin C and calcium.
VIBRANT CREAMY
Nutrition Facts
Amount/serving
%DV
Amount/serving
%DV
Serv. Size 1/2 cup (125g) Servings Per Container 7
Total Fat 8g
12%
Total Carb. 9g
3%
Calories 120 Fat Cal. 70 *Percent Daily Values (DV) are based on a 2,000 calorie diet
FRESH
18%
Trans Fat 0g Cholest. 15 mg Sodium 460 mg
Fiber 1g
4%
Sugars 5g 5%
Protein 3g
19%
Vitamin A 10% - Vitamin C 25% - Calcium 10% - Iron 4%
DIVERSE
DELICIOUS
Sat. Fat 3.5g
INGREDIENTS: Tomatoes, Tomato Puree (Water, Tomato Paste), Cream, Parmesan Cheese (Pasteurized Milk, Cheese Culture, Enzymes, Microbial Rennet, Salt), Onions, Extra Virgin Olive Oil, Basil, Garlic, Salt, Sugar, Spices, Citric Acid. REFRIGERATE AFTER OPENING
2012
NET WT. 11.5 OZ (326g)
THE TRADITIONAL PREPARING CHAI
BAKED FRESH DAILY
MADE BY SIMMER OF MILK, WATER,
ENER AND SPICES COMMONLY USED
GINGER, CARDAM
MON, STAR ANISE
WE’VE CREATED O
PERFECT COMBINA ASSAM BLACK TE
FOR A WARM AND
CUP WITH AN AUT
INDIAN CHAI FLA Nutrition Facts
Fat Cal. 0
5%
12%
3%
18%
4%
19%
2%
% Daily Value
Serv. Size 2 oz (57g) Servings Per Container about 5
Amount Per Serving
Calories 140
Sat. Fat 0g
Total Fat 0g
Trans Fat 0g
Cholest. 0 mg
Sodium 320 mg
Total Carb. 31g
Fiber 1g
Mangesium 20%
Vitamin C
10%
Sugars 1g
Iron
Protein 5g
Phosphorus 15%
Not a significant source of vitamin A and calcium.
*Percent Daily Values (DV) are based on a 2,000 calorie diet.
INGREDIENTS: Unbleached wheat
flour, water, sea salt, yeast, rice flour
A RICH, ROBUST BLEND OF ASSAM BLACK TEA AND EXOTIC SPICES
20 TEA BAGS
NET WT. 2.2 OZ (61g)
SPICED CHAI The most commonly used spices are ginger, cardamom, cinnamon, star anise and cloves. We’ve created our own perfect combination of fine assam black tea and spices for a warm and soothing cup with an authentic Indian chai flavor.
CREAMY PASTA SAUCE Creamy tomato basil pasta sauce is vibrant, creamy, diverse, fresh, and delicious. Make with any type of pasta, and pair with Joe’s Coastal Chardonnay.
SALAME & CIABATTA Sopressata Salame and a Ciabatta baguette create the perfect combination of food. The only thing missing is a little soft cheese.
PUMPKIN BARS & FUSILLI PASTA Pumpkin bars and organic brown rice fusilli pasta are not a perfect pair, but are both delicious to eat separately.
COASTAL CHARDONNAY Coastal Chardonnay is a exceptionally tasty wine that leans towards the dry side. It’s perfect to pair with a tomato based pasta.
GROCERY BAGS
WEBSITE
APP
MINIMAL ADVERTISING
Trader Joe’s is partly able to keep their prices so low by not advertising in the same way as the typical grocery store. They have no TV or radio ads, and they do not send out a weekly print ad. By not doing these things, they spend less money and therefore, can keep their prices very affordable. However, they do spread the word when they are opening a new store!
PRODUCT LABELS
Product labels would be printed, but the price laFR ES H
ee could then write the price on. This way, the
LIMES
product labels stay cohesive, but still fun, and the price amounts can be easily changed by placing a new sticker on top.
PRoduct of mexico
bels would just be round stickers that an employ-
EA
Necessary for taco night fabulous in beverages
FREEZE DRIED
RASPBERRIES Unsweetened And Unsulfered Add to your cereal or fav trail mix
9 9 3.
EXCLUSIVE
COASTAL CABERNET Full flavoR and Dry Pairs nice with meat
9 9 4.
SIGNAGE
Signs around Joe’s would be used to help navigate as well as be informative about products and Joe’s itself. This sign is a piece of stained lasercut plywood, and the majority of the signage would be created in this same manner.
TH ER E IS NO SIN CE RE R LO VE TH AN TH E LO VE OF FO OD . —GEO RGE BERN ARD SHAW
EMPLOYEE WEAR
C O O K IN G IS LI K E LO V E. IT SH O U LD BE EN TE R ED IN TO W IT H O U T A BA N D O N O R N O T A T A LL .
J O IN T H E ADVENTURE AND COME TO T R A D E R J O E 'S !