The Brand
What started as a small chain in California, 1962, grew into something no one could’ve ever predicted. Today, Trader Joe’s has 530 locations across the U.S. as well as 16.5 billion dollars in revenue. And it all began with the original Joe, Joe Coulombe.
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Trader Joe’s centers itself around offering high-quality, unique, and often private-label products at competitive prices.
But how can their products be unique when their pet section only caters to the run-of-the-mill pets: cats and dogs?
Did you know?
Small animals such as guinea pigs are the fourth most owned pets. in US homes.
That's 6.7 million households!
By offering a curated selection of high-quality, affordable, and natural treats, Trader Joe’s can tap into a passionate pet-owning community, aligning with their values of offering unique, niche products.
Target Audience
Tayloe Ahmadi
Age: 22
Occupation/Income: Full-time student
Taylor is a first-time guinea pig owner who shops at Trader Joe's for their affordable and quick, easy meals.
Kennedy Murphy
Age: 37
Occupation/Income: Stay-at-home mom
Kennedy is returning to pet-ownership after starting her family. She shops at Trader Joe's for their honest and family-style products.
Diane Baker
Age: 58
Occupation/Income: Retired teacher
Diane is a experienced guinea pig owner. She shops at Trader Joe's regularly and enjoys trying new snacks.
High-quality, affordable, and natural products for Guinea Pigs.
Typography
To gently introduce a more modern and minimal brand to the comfort of Trader Joe’s. Chew Crew pairs New Kansas a clean and distinguished serif with Vevey, a fun and humanistic sans serif. This creates a cohesive yet dynamic design that’s both functional and visually appealing, which is why it’s such a timeless design choice.
Color Palette
To counter the competitive brands, Chew Crew features a young, bright, and soft palette. We open it up to five accent colors in order to keep the content diverse and endless.
Meadow
Meadow makes growing fresh, healthy wheatgrass for your guinea pigs effortless. Simply fill the container with water, place the seed-infused Sprout Sheet on top, and watch it grow in 7–10 days. Once ready, it doubles as a grazing station, providing a nutrient-rich treat that supports your guinea pigs’ health.
Nibble Noms
Nibble Noms are flavorful treats designed to delight your guinea pigs. Available in beet root, pumpkin, and purple cauliflower flavors, these nutrient-rich snacks are perfect for supplementing a balanced diet.
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Wheek-C
Liquid Vitamin- C for Guinea Pigs
Process
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