American Journey Catalog
Our outline was to design a product focused catalog hallmarking Chewy’s premiere private-label dog and cat foods. Our pitch shifted to look further than a direct mail piece by revisiting AJ’s voice at its core. Within this evolution we wove a brand story featuring the entire product-line in a metaphoric American X-Country adventure. Threads of varying economics, environments and culture within our dogscapes was essential to the main fabric and narrative as told through the diverse relationships between pet owners and their greatest companions.
Studio: Chewy In-House / chewy.com
ECD: Julie Simon, Chris Pieretti
Creative Direction: James St. Louis, Dano Comite
Design: James St. Louis, Dano Comite, Peter Bacallao