Joego is a sub-brand of Trader Joe's created to reimagine outdoor food experiences through smart, user-friendly packaging and regionally tailored offerings. Born from the need to address the limitations of traditional Trader Joe's packaging, Joego focuses on portability, convenience, and durability—ideal for hiking, picnics, road trips, and everyday adventures. Each Joego product is thoughtfully designed with function-forward packaging that's easy to open, reseal, carry, and enjoy on the go.
Visual designer, brand strategist
2026
Social media commercial.
Sub-brand name, logo exploration.
Packaging structure experiment.
Initial sketching and form exploration focusing on ergonomic grip and modularity.
Structural testing with materials to ensure durability in outdoor environments.
Visual identity integration and high-contrast color checks for readability.
Finalizing the functional packaging system and preparing for physical mockups.
Finalizing the functional packaging system and preparing for physical mockups.
Finalizing the functional packaging system and preparing for physical mockups.
Finalizing the functional packaging system and preparing for physical mockups.
Finalizing the functional packaging system and preparing for physical mockups.
Finalizing the functional packaging system and preparing for physical mockups.
JOEGO proves that packaging must be an active participant in the user's journey. By prioritizing function-forward structures—easy to carry, open, and reseal—alongside culturally inspired regional storytelling, the brand successfully adapts to the dynamic, on-the-go lifestyle of modern young consumers without compromising on quality.