Tj's is a private label intended to be distinctive from other Trader Joe's brands. As a brand that reflects Trader Joeís mentality and business practices, it promises to be accessible, promotes value, and covers the pantry basics. The challenge with this brand was to communicate these values to a specific type of consumer. This person is loyal to Trader Joe's and can recognize a smart purchase. Tj's brand works to maintain Trader Joe's brand loyalty with a fresh new look.