Trader Joe, a prominent decentralized exchange (DEX) on the Avalanche blockchain, has undergone a major rebranding. The project announced on X today that it changed its name to Let’s F***ing Joe (LFJ), which represents a “bold, big energy brand” with a “fresh, confident approach.”
Meet Let’s F***ing Joe: The DEX for the everyday Joe.
Formerly Trader Joe XYZ, but reborn with a new identity. LFJ is the same great DEX, with a bold, big energy approach.
Brand Revitalization → https://t.co/2DpnOOC2q4pic.twitter.com/r1OliTEAyJ
— Let’s F***ing Joe (Prev Trader Joe) (@LFJ_gg) September 23, 2024
Despite the rebranding, LFJ remains committed to delivering a fast, cost-effective trading platform for all levels of traders, from beginners to experts, said the team in a blog announcement. They also emphasized a “no-BS approach” to trading.
As part of the rebranding, Joe, the mascot, is getting a makeover with a new black tracksuit to better connect and resonate with the global crypto community. The logo has also been redesigned to incorporate the new name “LFJ.”
The project’s old domain, “www.traderjoexyz.com,” will also be shifted to “www.LFJ.gg.” Users who access the old domain will be redirected automatically to the new site.
As a Uniswap fork on Avalanche, Trader Joe combines decentralized exchange functionality with lending and leveraged trading. This comprehensive approach enhances liquidity and draws more capital into the project.
While the rebranding process is underway, it remains uncertain whether the JOE token will be affected.