Trader Joe's still uses the red hibiscus flower as a logo, though most of the stores now are not near hibiscus territory. The surfboard and the friendly blue wave are also "traditional" imagery. This was created for the "Fearless Flyer," the humorous advertising brochure which TJ sends to the neighborhood around it. This design will be placed with every Flyer item in the store. Also, this is meant to be more permanent so that it can be re-used as part of a standard Flyer advertising kit.
TJ Flyer Indicator, hand drawn with pencil and then redrawn and colored digitally, 5" x 5", March 19, 2011.