Redefining dog dental health with Stella & Chewy’s

New Product Launch (2023)

My Role:
Brand Strategist
Content & Copywriter
Creative Director

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)

Highlights:

  • Developed and tested product form factor with real people (and real pups!) developing a data-driven direction.

  • Enhanced packaging design that improved shelf appeal and customer engagement.

  • Learned how to balance emotional storytelling with functional product benefits.

Stella & Chewy's is a well-loved raw pet food brand that wanted to break into the dental health market, but needed a fresh perspective to stand out. I worked on refining their brand strategy, innovating their product form factor, elevating their packaging, and strengthening their messaging to better communicate their premium, raw-focused approach. In the end, we launched a dental chew that was the talk of the town.
What I learned, consumer research is one fo the most important pillars of brand strategy and can make or break a design’s success.