Trader Joe’s:
Signs and Displays
After initially being brought on to support the Westfield Trader Joe’s store artists in creating “shelf tags” (Trader Joe’s moniker for price tags), I had the opportunity to start creating larger, thematic works highlighting seasonal products and events. With a focus on using available resources, many large-scale signs use cardboard from stocking the sales floor, or masonite from past sign projects—mediums I’ve never worked on before my time at Trader Joe’s! From bespoke shelf tags to a-frames to featured displays, I’ve been able to hone my traditional art skills and my design thinking in a fast-paced, dynamic environment.
The above carousel features endcap signs done on a weekly or bi-weekly basis for seasonal or section-specific displays. All endcaps are POSCA or Woodcraft paint pens on treated masonite boards. This page contains selected works.
A-FRAMES
Congrats, Westfield grads!
Celebrating the accomplishments of the neighborhood is one of many ways artists and crew connect with and create meaningful relationships with store patrons. This sign was inspired by the hand-lettered typographic poster style—my first attempt at such a design!
Sail the culinary seas!
The Fearless Flyer publication is the company’s way of highlighting certain season-specific products. With something so robust with information, I decided on a simplistic design for the Flyer’s already big impact.
Welcome, Leo and Clem!
One of Trader Joe’s traditions is to hide a mascot plushie within store limits as an incentive for children to explore. Many products feature Victorian-esque illustrations, and I wanted to bring that treatment to the store’s newly “adopted” critters.
Display: Soup for the Soul
One of the larger-scale projects I had the chance to work on was the early January season “Soup for the Soul” display. I was tasked with creating a piece that could encapsulate the comfort that a warm bowl of soup could bring on a cold winter’s day. I envisioned a cozy cottage with warm colors and plenty of heartwarming knickknacks scattered about—and the sounds of a grandmother rocking in a chair, embroidering! This project used acrylic paint, POSCA, and Woodcraft paint pens on reinforced cardboard.
Thematic Shelf Tags
Two examples of shelf tags that would pair with thematic displays. Large displays last for no longer than two weeks, to ensure that featured products are timed with specific holidays, events, or seasonal products. These types of displays would typically have around 15-20 product groupings requiring shelf tags, in addition to the main sign. Thematic shelf tags are drawn on cardstock and then laminated to protect from wear and tear.
Display: Summer Taproom
My largest project to date, the Summer Taproom beer display in the store’s wine section was inspired by each featured beer’s unique tap handles! The wine team was looking to feature selected beer that would be perfect to cap off a hot summer’s day, but wanted to represent the products in a way the store hadn’t before. After extensive research, I created 3-foot cardboard replicas of branded beer handles, and designed handles of Trader Joe’s private-labeled beer that wouldn’t otherwise be found in a bar. Each handle was attached to its own “faucet” on a painted tap tower of reinforced cardboard.