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.