CASE STUDY
CHOMPERS
CHOMPERS is a playful, health-conscious pet treat brand developed entirely from the ground up. With three treat lines — sweet, sour, and vegan — it needed a bold yet flexible identity to stand out in a saturated market.
I led the full brand creation, including strategy, logo, color system, packaging, product photography, and Instagram launch.
THE CHALLENGE
Before CHOMPERS, there was nothing — no name, no logo, no packaging. The founders had a clear idea: healthy, delicious treats for pets made with natural ingredients. But the brand had to be built from the ground up, including a strong personality and a system that made the product segments easy to identify.
My goal was to create a charming, cohesive, and professional brand that felt joyful, modern, and trustworthy — one that pet owners would instantly connect with.
Brand Strategy & visual identity
- Defined core values: playful, nutritious, and conscious.
- Identified the target audience: health-conscious pet owners who care about ingredients and design.
- Built brand positioning to emphasize joy, variety, and quality.
LOGO
The logo features a friendly dog with a cheeky tongue-out expression — instantly evoking the act of "chomping." It feels soft and expressive, with thick outlines and a hand-drawn charm. The custom typography for the wordmark reinforces the playful mood with a soft, rounded, bouncy style.
Packaging & collor palette
I designed a modular label and sticker system using the segmented colors to make each product line instantly distinguishable. The packaging emphasizes simplicity, with enough personality to stand out on a shelf or in a social media scroll.
The structure of the packaging system allows for new products to be added without disrupting the visual consistency of the brand — an essential feature for a growing company.
Color played a central role. A vibrant segmented palette allows each treat category to live in its own visual world, while still feeling like part of the Chompers family. Each segment has a leading color:
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Sweet treats: cozy pinks and warm oranges
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Sour treats: bright citrus yellows and coral reds
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Vegan treats: natural greens and muted tones
A primary palette (black, yellow, and raspberry pink) keeps the brand recognizable across all media, while secondary colors bring flexibility for packaging and social posts.
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Product Photography
I art-directed and photographed all product imagery, emphasizing natural light and organic styling to create a warm, inviting tone.
Each shot was carefully composed to highlight the treats' textures, colors, and shapes. In post-production, I ensured every image was visually cohesive with the Instagram grid and optimized for use in digital ads.
Instagram Design & Launch
CHOMPERS’ Instagram page was designed to reflect the brand's vibrant, friendly nature. I created reusable templates for posts, defined a visual grid system, and established content types that support the brand story — including product highlights, ingredient spotlights, pet lifestyle tips, and playful moments.
Launching the brand on Instagram meant more than just good visuals — it required a voice. I developed the tone and writing style to sound kind, playful, and pet-passionate, without leaning into clichés.
Results & Reflections
CHOMPERS launched with a strong, cohesive brand — professional, full of personality, and well-received by customers. Photography and packaging added a polished, thoughtful touch.
This project was a dream: building a brand from scratch to digital debut. The key takeaway? Aligning strategy, visuals, and content from day one is what made the brand feel so consistent and memorable.