CHEWY
Branding
Art Direction
Advertising
Illustration
Packaging
FOR LIFE WITH PETS
For over 10 years, Chewy has been helping pet parents with the ups and downs of a life with pets. From puppy training treats to medication for your senior good boy. Chewy has been by your side for the entire ride. During my time on the creative team, I have overseen and helped develop brands, a new illustration style, packaging, cross-collaboration with other departments and even bringing in a fresh approach to how consumers view the Chewy brand as a whole.
Our team was tasked to develop a detailed set of brand guidelines that outline a refreshed look and feel for the Chewy brand moving forward. Adjusting inconsistencies within typography, illustration, color, photography and tone.
Illustration style
We built our illustration system off of three key assets to produce intriguing and thoughtful storylines…
Hero pets
Environments
Exaggerated proportions
If you can tell a story with 3 assets, you’re in a good spot.
Pets will always be the hero, the environment will help steer the narrative and the exaggerations emphasize the playful nature of the Chewy brand.
Each illustration storyline should be able to scale with ease to support responsive screen sizes.
Storylines can sometimes be the same, but result in different emotions based on the facial features provided.
American Journey
The ask was to make the treat packaging more appealing than the kibble. Brighter and more energetic to represent the fun time you share with your pet.
I personally wanted to try the beef jerky.
Using the paper tear texture to our advantage, we created the illusion of a subtle mountain incline that separates the silhouetted playtime with your pet and the stark contrast of color that represents the protein flavor for each line.
As people tend to shop treats by category, we wanted to introduce a custom typeface to display each category in a bold contrast to the packaging. This typography would be the area of focus for consumers and something that could stand out against the competition on a digital shelf.
Chewy Vet Care
Branding the first physical location for Chewy was an enormous task to take on. Pulling the brand out of the digital platform, where customers can immerse themselves in an environmental space was an exciting puzzle to try and piece together.
We took cues from the already established interior design palette to developed a cohesive brand from the clinic to the branding and marketing materials outside the physical locations.
Brand team - Taylor Buckholz | Chris Mosier | Ashley Courtney | Deb Fulop | Lauren Hastings