Brand New Look, Same Great Joe

The Trader Joe brand revitalization is here

Apr 27, 2023

We've evolved our look and feel, but remain the same beloved Joe at heart

The Trader Joe brand revitalization retains all the lovable elements that endeared the earliest supporters to Trader Joe, while creating space for the brand to grow and connect with even more of the Web3 world and beyond. The focus of the brand revitalization was to cleanly capture the essence of what Trader Joe has always been about, without losing sight of the brand heritage and the warming persona that Trader Joe has always emitted. The result is a new Joe, evolved to welcome a growing decentralised finance community whilst staying true to his roots.

Mission Statement

Why Rebrand?

Our goal with Trader Joe is to expand the brand outside of the digital realm. We think it is important to have a consistent brand identity, that works well across all mediums, both digital and physical.

Brand Attributes - Joe’s Identity

Man of the people 🍻

Joe is a bit of a legend in the web3 community. He’s the unassuming stranger you’d enjoy sharing a beer with. Though incredibly smart and knowledgeable, he will never make you feel dumb or inferior. Not only is he friendly & easy to talk to, Joe always has your back. That’s why people like him: If anyone ever needs him, he always pulls through.

With Joe, what you see is what you get. He’s the kind of guy people aspire to be—which is especially interesting because of his unassuming nature.

Cozy Lodge 🏠

Joe lives at the bottom of the mountain—your entrance to the magically undiscovered world of DeFi. Operating like a town-hub, this cozy lodge has a charming farm house type-vibe where you can hang out with like-minded friends after a day on the ranch to talk about anything from the future of finance to the latest innovations that put you in control of your money. If you’re new to this whole DeFi thing, don’t fret, Joe welcomes everyone.

Creative Provocateur 🎨

Joe has a vision to bring DeFi to the people, starting with a brand that attracts the most ambitious creative pioneers. He believes we’re amidst a creative renaissance in which business models are finally on the creator’s side. That’s why he’s all about inspiring creatives to think differently and take action — like cutting out the middleman & ensuring you stay in control of your assets.

Core Brand Assets

Trader Joe Logo

Our logotype is the main and most distinctive element of our identity. A combination of a wordmark and an illustration that represents Trader Joe.

Joepegs Logo

Joepegs logotype represents the digital world of NFT art through the J, evolving with a dispersed pixel effect. Besides the main logotype, we have a secondary option endorsed by Trader Joe.

Trader Joe Token Logo and Joepegs Social Avatar

An alternate form of Trader Joe, representing Joe’s head within a digital purple colour.

Public Brand Assets

Dive into the full suite of public brand assets: Link

A Very Warm Welcome

Embracing the future, Joe’s updated look has evolved from a digital-first aesthetic to an approachable ‘brush’ style that will appeal to an ever-expanding web3 world. Join Trader Joe on this epic journey into the mainstream, from humble farmer to one of the most recognizable figures in DeFi. Joe’s pursuit of innovation, combined with an authentic desire to stay true to his roots has lead him to build a home for the many not the few, an environment where everyone can thrive, enjoying easy-to-use DeFi tools. We invite you to join the bustling community today - you won't look back!