Since Trader Joe’s was founded over 50 years ago, unique, eye-catching artwork has always been prominent in its stores. Whether they are adding ornate hand-lettering to product descriptions or constructing elaborate displays, artists work tirelessly to create visually appealing stations across store aisles.

A recent publication, The Art of Trader Joe’s, promises to delve into the history of this distinctive, yet familiar, artistic medium. Julie Averbach, the author of the text (which began as her thesis to graduate from Yale University), is a longtime fan of the franchise. Her book delves into the history of the artwork in stores, including how they signify and manifest the traditions and themes unique to Trader Joe’s. The text promises to share key details for fellow enthusiasts, including discussions of common motifs for the chain (e.g., a frequently reappearing can of corn), as well as the clever historical references that artists display. In one store for example, an inspired sign artist includes a reference to the style known as cubism to designate employees-only spaces; another depicted a version of the Mona Lisa, dressed in an employee uniform.

But Averbach is not the first member of the public to be fascinated by the grocery chain and its artistry. Popular press articles began analyzing and assessing the details of different displays in local shops and interviewing local sign artists as long as a decade ago—around the same time that Trader Joe’s started to purse more aggressive expansion beyond its Southern California roots to access customers throughout parts of the U.S. East Coast and South.

As a review of these historical publications reveal, from the beginning, the sign artists have been employed by the chain with a clear purpose in mind, namely, to draw attention to specific products that the store would like to highlight and promote. It also leverages their creative products to suggest pairings of its own product offerings, in the hope of driving up sales. Thus an artist might depict golden, gorgeous graham crackers alongside a fluffy rendition of marshmallows and a deep, rich chocolate bar, for example.

In this sense, the function dominates the form. That is, the displays are notable, and frequently praised, for their eye-popping colors and clever designs, but artists’ fundamental job is to serve the company’s broader goal of achieving sales by meeting customers’ needs effectively. The design process is inherently driven by this goal.

Within this singular focus though, most stores operate independently and actively work to cater to local or regional influences. Stores near college campuses might feature depictions of the school’s mascot; their displays often coincide with important campus events. The stores also find, collaborate with, and showcase local artists. One popular illustrator even received permission to paint detailed street scenes across the walls of a Trader Joe’s in New York, despite not being formally employed as a sign artist.

For consumers then, whether their interests lie in modern art, support for local artists, or Trader Joe’s product offerings, there are deep insights to be gained, from Averbach’s new book or perhaps just from a visit to their local Trader Joe’s.

Discussion Questions

1. How do purposefully artistic, creative displays contribute to Trader Joe’s brand identity?
2. Describe a store display that has stuck with you, regardless of the retailer where you saw it. What about it was eye-catching? Did the display motivate you to make any purchases?

Sources: James Barron, “She Goes to Trader Joe’s for the Art,” The New York Times, March 10, 2025; Rebecca Borrelli, “5 Things I Learned From Being a Trader Joe’s Sign Artist,” Food & Wine, June 22, 2017; “Revisiting the Art of the Avenue A Trader Joe’s,” EV Grieve, March 10, 2025.