With their acquisition by PetSmart, Chewy found themselves with a suite of new offerings for the pet health, including an online subscription service. Initially, we were brought in to help with the prescription brand from both a strategy and design perspective, but we quickly recognized that what was taking shape was a new business vertical: Chewy Health.

Chewy Health would offer a host of products, from B2B services for vets, (and improving the experience of vets in fulfillment of prescriptions), to providing pet health products and resources directly to pet parents. Our team at Skylight is passionate about our pets, and quickly found synergy with Chewy Health’s mission. With the boundless enthusiasm of a golden retriever puppy, we dove in to build and launch the subbrand.

Working with internal Chewy insights and our own research, we began by crafting personas for all of our audiences, understanding each motivations and determining what universal truths mattered the most to each of them. We quickly focused in on being a partner in care for vets and pet parents, who is always there and always ready to assist.

We then needed to craft an identity that looked credible to veterinarians and pet parents alike. It needed to flex from prescription packaging, to trade show booths. Built with the fun personality the Chewy hero brand is known for, but tempered with the restraint and confidence we all demand of a pharmacy. Simple, timeless, playful, and optimistic; we looked to craft something that would be easy to find, and recognizable through all the stages of pet parenthood.

Chewy is focused on relationships, and they knew their partnerships with veterinarians would be instrumental for Chewy Health, so they sought to meet them in person at a variety of trade shows, year over year. They needed a booth designed to show innovation and credibility, build relationships, and be flexible enough to stand the test of time. We partnered with them to design a stand-out booth experience that would expand and contract with durable, modular elements for different footprints and needs.