“Chewy+” Launch

Chewy+ is the visual and verbal system behind Chewy’s loyalty program, designed to balance clarity, promotion, and personality. The work started with a flexible logo lockup that could live confidently across product pages, CRM, paid media, and on site placements without competing with the master brand.

From there, we built a modular design system that makes the program easy to scale and promo forward. Clear benefit framing, bold hierarchy, and repeatable templates allow teams to communicate offers and perks quickly. Illustration and handwritten notes add warmth and reinforce the emotional value of the program, highlighting how the benefits support both pets and pet parents in everyday moments.