Hillary Cianciosi
Chewy Claus
Creating a seasonal character and visual world designed to bring joy, surprise, and personality to the holiday experience.
The holiday season presents a unique opportunity for brands
to create emotional connections with customers.
For Chewy, the challenge was to develop a seasonal campaign that felt distinctly festive while remaining unmistakably true to the brand.
The solution became Chewy Claus—a character-driven holiday experience designed to celebrate the joy pets bring to our lives.
After tackling Chewy's visual identity earlier in the year,
it was time for Chewy Claus to also get a facelift.
Embracing the Holiday Spirit
We went in with the goal to embody the warmth, humor, and generosity that define both the holiday season and the Chewy Claus brand.
My role was developing the visual identity required to balance familiarity with brand personality.
Every detail from silhouette and expression to color and costume design was considered through the lens of approachability, warmth, and delight.
Building the World
Chewy Claus was more than a couple illustrations.
The visual language needed to extend across multiple customer touchpoints and create a cohesive seasonal experience wherever customers encountered the campaign.
Storytelling at Scale
Seasonal campaigns often exist for only a few weeks, but they still require the same rigor as any brand system.
The creative approach established clear visual principles that allowed the campaign to expand across channels while maintaining consistency and recognition.
Results
Chewy Claus became a recognizable seasonal expression of the brand, helping create moments of surprise, delight, and emotional connection throughout the holiday experience.
Through our efforts, 16 million meals were donated to pets in need through the Greater Goods Charity.
