TJ’S DOG TOY
CPG packaging
→ October 2023
→ Inkjet on kraft cover-weight
→ 4″ by 6″ (sans dog toy)
→ Special thanks to Trader Joe’s for providing inspiration
Trader Joe’s has very few graphic restrictions when it comes to consumer goods packaging, making it a challenge to work with. Designing for my choice of a brick-and-mortar retail store, Trader Joe’s authentic, contemporary, and feel-good atmosphere was something I wanted to replicate for this package. Although they do not actually produce dog toys, I had the liberty of designing what I thought would be a realistic approach for the brand.
To appeal to the primary demographic of TJ’s shoppers (mainly young and middle-aged adults), I designed a package that suggests an emphasis on consumer environmentalism while also appealing to the aesthetics of retro-revival. I achieved this by combining the use of earth tones (to suggest materiality) and layers of color (to mimic old printing processes) with vintage illustration, scalloped borders, and a chunky, serif typeface. The packaging is printed on a brown kraft, cover-weight paper, and the toy is secured using a zip-tie.
→ October 2023
→ Inkjet on kraft cover-weight
→ 4″ by 6″ (sans dog toy)
→ Special thanks to Trader Joe’s for providing inspiration
Trader Joe’s has very few graphic restrictions when it comes to consumer goods packaging, making it a challenge to work with. Designing for my choice of a brick-and-mortar retail store, Trader Joe’s authentic, contemporary, and feel-good atmosphere was something I wanted to replicate for this package. Although they do not actually produce dog toys, I had the liberty of designing what I thought would be a realistic approach for the brand.
To appeal to the primary demographic of TJ’s shoppers (mainly young and middle-aged adults), I designed a package that suggests an emphasis on consumer environmentalism while also appealing to the aesthetics of retro-revival. I achieved this by combining the use of earth tones (to suggest materiality) and layers of color (to mimic old printing processes) with vintage illustration, scalloped borders, and a chunky, serif typeface. The packaging is printed on a brown kraft, cover-weight paper, and the toy is secured using a zip-tie.
