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Trader Joe’s Hummus Repackaging

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Concept/Purpose of the Work:
This project’s objective was to redesign an existing line of products that includes four variations. Naturally, as a current Trader Joe's employee, I chose the “Smooth and Creamy” Hummus line! The main idea behind my approach was to become more "on brand." What does that mean? Trader Joe’s does not try to be serious. They are fun, quirky, and “Your Neighborhood Grocery Store.” The old packaging was dated and did not really stand out in any way. In fact, it looks boring compared to the products being released by Trader Joe's nowadays. Usually, their product design uses display typography to define product lines, and the current “Greek-style” lettering on the hummus is easy to skip over while looking it at the shelf.

Results of the Work:

My design visually matches the claim of “Smooth and Creamy” hummus, using the bubble letter display typography. The chickpea die-cut matches the current hummus market and allows you to see the product inside, but offers something fun and new! The color has been adjusted to be more bold and unique to the product flavor. My design prioritizes being visually captivating- no matter how it is oriented in store (with labels facing outwards showing the side, or upwards showing the top), which is something the old packaging lacked. The Trader Joe’s audience will see these products not only as healthy classics but also as fun dips or party food. The packaging needed a revamp, and I think my design could bring something new to their shelves.

How the Work Was Delivered to the Masses:
As this was a school project, I presented my entire process document to my peers and professors while also having my work on my Behance. Furthermore, I am currently in communication with Trader Joe's Corporate with the assistance of the Store Manager I currently work with. They will be providing me with feedback and information as to the possibility of making the switch to my design, which has happened with other products in the past from Crew Members! I am excited to see what becomes of this connection!


Credits:
Thanks to my peers and professors at Concordia University St. Paul!

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