Mock Campaign: Trader Joe’s X Levi’s
Category
Adobe Illustrator & Photoshop
About the Project
The idea for a Trader Joe’s x Levi’s mock campaign came to me after reading about the high demand for Trader Joe’s classic canvas tote bags, which have become sought-after internationally and draw hours-long lines for new releases. At the same time, I noticed the renewed popularity of denim and the many jean campaigns going viral online. This inspired me to reimagine the iconic tote in Levi’s denim, creating a collaboration that would bring attention to two beloved brands that continue to stay culturally relevant and follow trends in authentic ways.
The Idea: Trader Joe's X Levi's
For the collaboration, I redesigned Trader Joe’s iconic tote by replacing its navy details with Levi’s denim. I also developed a nationwide pop-up activation where customers could have their totes personalized by Levi’s embroidery artists. This customization experience would help promote the launch, encourage customers to post and share their designs online, and generate valuable exposure for both brands. To make long wait times more enjoyable, Trader Joe’s employees would also hand out new seasonal snacks for customers to sample.
The redesigned tote would continue marketing the collaboration long after the pop-up events ended. As customers carry it to stores, gyms, Pilates classes, schools, and other everyday destinations, the tote would act as a walking advertisement for both brands.
The Work
For the “Bag It Your Way” collaboration, I developed a campaign strategy covering each stage of the launch, from pre-release promotion to the pop-up experience and post-event engagement. I created a product mockup, sample social media posts for both brands, custom embroidery designs using Adobe Illustrator, Trader Joe’s event signage, and TikTok concepts designed to build excitement before the event.
The Outcome
The “Bag It Your Way” campaign would aim to generate more than 100,000 social media impressions through video views, branded searches, and online promotion. The nationwide pop-up experiences would target over 10,000 attendees and drive the sale of more than 20,000 totes, including both standard and customized designs. By encouraging customers to share their personalized totes online, the campaign would also aim to inspire over 5,000 user-generated posts, increasing engagement, visibility, and long-term awareness for both Trader Joe’s and Levi’s.
