DESIGNER

Anthony Nihei

PROFILE/DESCRIPTION

The purpose of this project is to change the design and font so that it has a more modern look and feel. Use colors to show that it is a healthy product, like green, yellow. Trader Joe's is located in the El Cerrito Plaza and it is a relatively big company. I want this product to be sold a lot more than it already is. I want the customer to see the specific product first. I want kids/teens noticing this product and purchasing it. If they enjoy it, they will most likely come back and purchase it again.

GOALS

Want to have a catchy look that catches the customers attention to stop and purchase the item. Also, on the package, include it is a healthy choice so that the customer considers it. Make this product a life time purchase for this specific product. Seeing how this product isn't that popular at Trader Joe's, I want this product to stand out and get customers to purchase this item. I want people to know that Trader Joe's makes healthy products, and their sunflower seeds don't contain as much salt as the other big sunflower seed brands.

PRIORITIES

1. Branding
2. Type of Product
3. Healthy Choice

TARGET AUDIENCE

​Kids/teens - Want to try something new to snack on. If they enjoy, the goal is to get them to come back and get more. Plus, if the kids like the sunflower seeds, they would come back to the store and possibly purchase different items that they would want to try. I want to encourage a healthy lifestyle. 

BRAND CHARACTER

​I want the main text to say "Sunflower Seeds" in a modern type face and in big text so the customer can see it from a distance. Using colors like green and yellow will be used to show that it is a healthy option, and will also say in smaller text underneath sunflower seeds stating why it is healthy. Then at the top of the bag, include the logo and the name of the brand. Also, an image of a sun behind the text to symbolize sunflower seeds..

COMPETITIVE SITUATION

​David - One of the largest sunflower seed brands in the world. Has different flavors of sunflower seeds. Popular for baseball players. BIGs - Another big sunflower seed brand. Seeds are bigger than normal, unique taste.  Trader Joe's doesn't have multiple sunflower seed flavors. All of the top sunflower seed brands do have different flavored sunflower seeds, including ranch and barbeque. If Trader Joe's wants to become a top sunflower carrier, I think they would need to add more flavors to their sunflower seeds, while still keeping their sunflower seeds healthy. Some of the top sunflower seed brands are David, BIGs, Splitz, Chinook Seedery, and Giants.