CHEWY

CHEWY.com

Back in the days before pet food giant Chewy was giant they are today they were just four guys in a Florida office looking for a logo to help introduce their new business to the world.  They wanted a fun, lovable dog character to represent the company and an artist who knew how to make that happen. This character would not only help them be unique but stand out from their competitors and build brand awareness. You may remember the early days before the name change they were actually Mr. Chewy. This is the story of where the characters came from and how I helped create a brand.

THE ASSIGNMENT

Create a main character, Mr. Chewy and a supporting cast of secondary characters to launch the Chewy brand. Bob Ostrom Studio will work directly with Mr. Chewy to recommend specific characters, their rolls and how they can be featured in marketing campaigns to boost brand awareness.

MAIN CHARACTERS

MR. CHEWY

Mister Chewy is a friendly, likable, adventurous leader. As the main character whether he appears alone or with his supporting cast, he’s most often the center of attention. Although he is our hero, he remains humble and supportive of those he works with.

 

Mr. Chewy is an extremely versatile character who is able to fill many roles from jumping out of an airplane to running for president of the United States. 

GWENDOLYN: She is the office manager who makes sure all the daily operations run smoothly. Although she is not a main character the business would quickly grind to a halt without her expertise and  organizational skills

FRANK: He is Frank's best friend and coworker in warehouse and delivery. You will not see one without the other. They provide the bulk of the physical labor that exists at Chewy, from operating a folk lift to making a special delivery.  

LARRY: He is Frank's best friend and coworker in warehouse and delivery. You will not see one without the other. They provide the bulk of the physical labor that exists at Chewy, from shipping boxes a folk lift to maintaining inventory.  

CHEWY PROJECTS