"There is a certain vibe when you walk into Trader Joe's - employees wearing aloha shirts signal that. But it's also about the quirky names that many of the chain's products have, like Everything but the Bagel seasoning, Teeny Tiny Avocados or This Pumpkin Walks Into a Bar cereal bar. Thanks to a recent podcast episode, we now know why and how the cult-favorite grocery store names these items."
"The gist is that coming up with whimsical names is part of the identity of Trader Joe's - it's part of what separates it from other grocery stores. Sometimes the names are literal; sometimes they are born from a joke. Other times, a product developer will have a "crystal clear" name in mind and then will deliver on that, Sloan said. The brand wants the experience of shopping at Trader Joe's to be more fun than it would be at a competing store."
Trader Joe's cultivates a playful in-store vibe through visual cues like employees wearing aloha shirts and through quirky product names. Product naming blends literal descriptions, jokes, and deliberate creative choices by developers who sometimes have a "crystal clear" name in mind. The naming strategy aims to make grocery shopping feel fun rather than a chore and to extend that experience into customers' cupboards and freezers. Everything but the Bagel seasoning originated roughly ten years ago and became widely popular, spawning variants such as Everything but the Elote and seasonal iterations. The whimsical names function as a core element of the brand identity.
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