whimzo

Trader Joe’s Sub brand, Brand Identity, Packaging

Whimzo is a DIY creative kit brand that turns imagination into sensory experience, creating playful objects and scents that invite curiosity and hands-on making. The brand celebrates creativity as something calm, accessible, and full of wonder. Whimzo creates playful, design-forward kits and objects that turn imagination into a real experience. By blending creativity, scent, and sensory making, Whimzo invites people to slow down, explore, and rediscover curiosity through simple acts of creation. It brings a sense of wonder back into everyday life, one small handmade universe at a time.

The current Trader Joe’s logo feels heavy and sharp. It doesn’t fully reflect warmth, playfulness, or accessibility — which are the core strengths of the brand. So I explored a new logo direction that brings back the warmth and friendliness of Trader Joe’s. Softer curves, smoother spacing, and a lighter feel make it more approachable and modern while still keeping the charm people love.

Trader Joe’s Rebrand

Whimzo Logo

Whimzo’s logo is soft, playful, and full of personality. The curved shapes and the sweeping “z” give the brand a sense of motion and imagination, while the clean letterforms keep it approachable and warm. It feels creative, friendly, and perfectly aligned with the idea of exploring new worlds through making.

Whimzo Packaging

Whimzo’s packaging is designed as an extension of the brand’s imaginative world. Using tactile materials like ceramic, stone-inspired textures, and recyclable paperboard, the packaging feels calm, approachable, and grounded. The design concept draws inspiration from planets, using soft forms, minimal typography, and subtle color palettes to create a sense of discovery without feeling literal. Each component is carefully considered to support an interactive, hands-on experience, turning the act of unboxing into the first step of exploration.

Whimzo can expand beyond Luna through a series of planet-inspired scent collections, each representing a different world. Every planet introduces its own mood, color palette, and sensory story, allowing the packaging and materials to subtly shift while keeping a consistent system. This approach creates a cohesive yet flexible product line, encouraging exploration, collectability, and seasonal discovery across the Whimzo universe.

Product Line Extension

Our Candle Care Set & Merchandise

The Whimzo candle care set and merchandise extend the brand beyond the candle itself, offering thoughtful tools and objects that support the making and lighting ritual. Designed with the same calm, playful language as the core product, each item feels functional, collectible, and intentional. Together, they reinforce Whimzo as a complete creative experience rather than a single product.