Chewy Brand Refresh

2023 Brand Refresh focused on sharpening Chewy’s positioning and turning it into a system teams could apply consistently. The objective was to clarify what the brand stands for, how it shows up, and how that translates into daily decisions across touchpoints.

We began with the main brand. That work defined a tighter positioning, clear brand behaviors, and a distinct tone of voice, then translated those choices into practical guidelines. From there, we expanded the system across business units and owned brands, adapting it to their specific roles while keeping the core intact.

The result was not just updated visuals. It was a unified framework that aligned teams around a shared definition of the brand and ensured a consistent experience across channels, products, and customer interactions.

Chewy Brand Guidelines Landing Page