This project’s objective was to redesign an existing line of products that includes four variations. Having been a Trader Joe’s employee and hummus enjoyee, I chose the “Smooth and Creamy” Hummus line.

The approach I took was simple: to become more “on brand.” Typically Trader Joe’s products are fun, quirky, and support the neighborhood grocery store feeling they strive for. I ditched the overused greek vibe. The bubble letter display type and the chickpea die-cut allows you to see the product inside. It matches the current hummus market but offers something fun and new! The color has been adjusted to be more saturated while still matching the product flavor. Above all, my design prioritizes being visually captivating, no matter its orientation (with labels facing outwards showing the side, or upwards showing the top), which is something the old packaging actually lacked.

The project was well received by professors, classmates, and my Trader Joe's coworkers alike. It was featured in the juried Interrupture Exhibition at Soeffker Gallery and in my school's juried Student Juried Show 2022.