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Chewy

Shop Conscious

Backstory

Being conscious of our environment is confusing for our customers and ourselves. Part of the difficulty of coming up with the name Shop Conscious was that all value props have subtle (but important) shades of meaning.

Art Direction

Modern + Raw

Nuanced, layered, depth, abstract, natural, textured, overlapping, transparent, grounded, rhythmic, balanced, imperfect.

Product Storytelling

Different layers of consciousness can relate to the nuances of making mindful & smart decisions of what we buy in order to take care of our planet, our pets, and reduce our carbon pawprint.

Notes

Clean is overdone. Nature isn’t clean.

Most companies use ‘clean’ as the umbrella term. They often pair nature with sterile environments in their designs (plants on white background).