Trader Joe's


We started with a simple question. How many of us have been to Trader Joe's beauty section? The answer: only a select few. From our research, we found that most people who went into Trader Joe's never saw the beauty section or even tried the products. This problem became apparent, as in most stores the beauty aisle is tucked away around the corner right next to the alcohol. We decided to bring brand awareness to Trader Joe's beauty products by launching Joe's Beauty. 


We created a separate tab for Joe's Beauty products which includes a blog, newsletter, and top product suggestions for customers visiting the webpage. 

Aisle Redesign

Due to the unknown location of these products, we decided to take over the typical sample section and create an inviting display for customers to come and experience the underrated products themselves.

Promotional Reusable Bags

To further brand awareness for frequent Trader Joe's shoppers, we decided to create a promotional bag to create even more buzz about Joe's Beauty re-launch. 



In place of typical Trader Joe's decoration, we opted for posters outside of the storefront to spark curiosity.

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By creating a series of lifestyle and nature-inspired Instagram posts, we further engaged the already existing audience of @tradejoes and invited their followers to engage in Joe's Beauty through social media.

Co-Direction by Dominique Angelo