As part of a school project, student designers Matthew Gordils and Paul Sheriff developed all new branding for Trader Joe's private brand. The new take on Trader Joe's organic orange juice is given a retro feel with vintage-style shapes, botanical orange patterns and typography. Since orange juice typically comes in both the form of a carton and a concentrate can, both options were explored in the concept design.
Although there are elements of the Totally Organic line that reference decades that have long since passed, there's a freshness to the orange juice branding that keeps it very modern. Branded under the name 'Totally Organic,' it's easy to imagine that this type of packaging could potentially be expanded to include a whole range of other kinds of organic products from Trader Joe's.