Walk into any Trader Joe’s and you’ll see many examples of lettering and other forms of sign art throughout the store.

A deliberate design decision I’m sure, the hand-drawn signs make the grocery story feel homier and more local. Trader Joe’s actually hires an artist to do the lettering in a regional subset of stores. This added touch of personalization separates Trader Joe’s from the dozen of other grocery chains out there. Each store is unique, making the customer feel special. Grocery stores can feel cold and industrial, but the hand-drawn art definitely adds a touch of familiarity.