Brand Identity Reboot for Chewy

Athletics partnered with Chewy to refresh its master brand, infusing it with empathy, playfulness, and consistency to better connect with pet lovers worldwide. The new identity embraces motion, imperfect typography, and citizen-inspired photography to celebrate both pets and the humans who care for them. The result is a flexible, heartfelt system that brings warmth and personality to every touchpoint—from packaging to digital experiences.