Redefining dog dental health
with Stella & Chewy’s

Stella & Chewy’s Product Design with Packaging

Role:
Brand Strategy
Creative Direction

Team:
Chris Villaseran
Dayne Tanner
Jack Marple
Samantha Cisneros

Stella & Chewy’s is premium freeze-dried and raw pet food. They teamed up with us to disrupt the detail treat market with a unique shape and eye-catching packaging design.

The dental treat market is owned by giants like Greenies and Milk-Bone, but there are almost none that use freeze-dried or raw ingredients,

The form factor was task number one for us. So we spent weeks looking at various treats, toys, leashes, supplies and even dove into the kid’s market for some inspiration. Then we brought the industrial design team along while we talked to pup owners to uncover what they did for dental health. We (well the ID team) developed a TON of design ideas, that we narrowed down to three to put into testing.

Although we couldn’t talk to the pups themselves, owners were able to tell us exactly what their furry friends preferred.

With our form and strategy in our pocket, we outlined the pack design to stand out on shelf. Vivid hues, fun visuals, and crystal-clear messaging were our tools to guaranteeing wagging tails and turned heads.

Full transparency, I left for mat leave right as we were finishing up the packaging, luckily I had a kick-ass team behind me.

Deliverables:

  • Strategic Definition (positioning, whitespace, marketing strategy, target audience)

  • Industrial Design Ideation (shape exploration & innovation)

  • Consumer Packaged Goods (information hierarchy, messaging, CPG design)

  • Concept Validation (in-home user testing)