Design: Brett Lair
Project Type: Produced
Client: Chew Chew Treats
Location: Toronto, Canada
Packaging Contents: Pet Treats
Packaging Substrate / Materials: Pouch
Printing Process: Digital Printing
Chew Chew Treats is an all-natural dog treat company based out of Toronto, Canada. They had already established a solid following and customer base in the Toronto area, but came to me to give their brand an overhaul and to help them grow the business.
As we discussed their business, something they said immediately jumped out at me and ultimately became the foundation of the rebrand. “We believe that treats are much more than just training rewards. They are also a gesture of love…”
This was such a strong statement, and as someone with two dogs, I completely understood how true it is. We had our direction. Happiness. Fun. Love. The new identity combines the initials CCT to create a happy dog’s face. This is paired with a dog bone with hearts on each end to further tie in with the “gesture of love” direction.
For the packaging, I created a design system that would work for their 6 flagship flavours and beyond, helping them make a statement both individually and on the shelves as a group. The tongue-like element adds colour and balance to the clean, white packaging and directs the eye towards fun and simple flavour illustrations. The bone pattern is carried from the front to the back where the brand’s story is featured.
A full rebrand from a new identity, to colours, to custom illustrations for a small brand which takes them from a craft operation to a level where they can attract bigger clients.