DESIGNER

Angelina Hwang

PROFILE/DESCRIPTION

Project Title: Chocolate packaging

Update current Chocolate packaging to comply with trader joe's packaging design and hierarchy. This includes:

• Using licensed images, colors, fonts, backgrounds provided by trader joe's

• Using layouts provided by trader joe's to ensure consistency with current products sold in trader joe's market

• Using copy that is approved and issued by trader joe's 

• Updating barcodes that are in compliance with trader joe's specifications

GOALS

What must be achieved for the design to be successful?

Creating a design that interrupts the shopper/ consumer to purchase and trial

Maintain the trader joe's trust worthy (hierarchy) for consistency across the family of products

PRIORITIES

1. Branding (trader joes)

2. Product name (Dark Chocolate Almonds)

3. Benefits

4. Image (Chocolate color background). Must use licensed images provided by trader joe's

TARGET AUDIENCE

People who live their life to the fullest and enjoy eating chocolate

• 57% in 18-25 year age group

• 43% in 26-38 year age group

BRAND CHARACTER

The main brand tagline is The chocolate of paradise

Stare The Trader joes brand resonates with the following statements

• “Makes products that provide the best taste ” –Satisfy your taste buds heritage

COMPETITIVE SITUATION

m&m– Has the best overall well known to people

• m&m chocolate - main competitor of Trader joe's dark chocolate. Seen as a brand that makes Chocolate. Core range is Brown, however, it also has sub ranges red and blue.