Graphic & Motion Designer
Los Angeles
Los Angeles
Summer Joe’s
Packaging Design
Creation of a sun care line inspired by the laid-back California lifestyle. My goal was to rethink Trader Joe’s visual identity within the cosmetics universe, creating packaging that balances functionality, aesthetics, and innovation. The proposal reflects a strategic approach to the brand, exploring new possibilities within its portfolio.
The packaging was designed for one-handed application, ensuring practicality at any moment. The plastic used is Ingeo Biopolymer, a sustainable material made from renewable sources. This choice reinforces the commitment to more conscious packaging.
I immersed myself in the essence of Trader Joe’s and the vibrant spirit of California. Research revealed a gap in the brand’s cosmetics section, motivating me to develop a line that combines practicality and fun. Inspiration came from coastal landscapes, the intense sun, and the energy of outdoor vacations.
The typography was inspired by the iconic signage of Los Angeles and Hollywood, bringing a nostalgic touch to the visual identity. The color palette reflects the tones of the Californian sunset, creating a direct connection to the sunny lifestyle.
I sought to translate this visual universe into dynamic and accessible packaging. The use of innovative shapes, friendly typography, and colors inspired by the California sunset creates a distinctive identity. Additionally, the proposal incorporates elements that encourage more conscious consumption and marine preservation.
The product names carry the signature humor of Trader Joe’s, with light and fun wordplay that makes the experience more laid-back. Each name reflects the product’s concept in a playful way, maintaining the brand’s tradition of not taking everything too seriously—except the quality.
Beyond aesthetics, the functionality of the packaging was a priority. I focused on shapes that would make product application easier in different situations—from a day at the beach to a hike in the mountains. Portability and usability were central to the development, resulting in ergonomic designs that make sun care more intuitive and practical.
Trader Joe’s new identity taps into its roots with a deeper red and Tiki references, inspired by the tropical atmosphere of the first stores. The hand-adjusted typography preserves the brand's personality, maintaining its artisanal charm. The Summer Joe’s cosmetics line name is a fun twist on the original name, keeping the irreverent tone that has always been part of Trader Joe’s universe.
This project allowed me to explore new techniques, such as 3D modeling and printing, while deepening my research on packaging design for cosmetics. It was an opportunity to combine strategy, visual identity, and user experience, offering solutions that align authentically and innovatively with Trader Joe’s DNA.
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