Pets are ridiculous-ly full of personality, especially when they’re healthy. When they’re feeling great, they get to be the fullest expression of themselves, as goofy, cheeky, zippy, and chill as they want to be. Vibeful is a line of pet supplements from multivitamins to fish oil and calming chews that cares for your whole pet, even (no, specially) their silly side.

What I worked on:

Naming the brand - For this exciting brand from Chewy, I had the fun challenge of coming up with the name. It was a long process, involving countless copyright checks to ensure originality. We wanted something that captured the essence of supplements supporting the whole pet. I realized that a pet’s personality shines brightest when they’re healthy, so the name had to reflect that. "Vibe" kept coming to mind, but it wasn’t trademarkable and lacked the energy we wanted. That’s when I coined Vibeful, combining "vibe" with "full"—meaning full of energy and vitality. After pitching it widely, it was a hit. A Vibeful pet is a healthy pet, one whose personality radiates with positive vibes. Designers then brought the name to life, incorporating playful details like flappy ears into the letters. Next came the packaging and launch campaign materials, bringing everything together for an exciting debut.

Launch campaign - I came up with the idea of funny affirmations that spoke to the product benefit and the pet’s personality, like “Today, I will seize (not sneeze) the day” for Allergy Relief and “Today I’ll be a ray of sunshine in dog form” for Skin & Coat. Photos of pets were chosen to work together with the sayings. These were featured on social.

Tagline - I came up with the tagline, Wellness is a vibe.

Packaging and e-commerce assets - I worked on all copy for packaging and e-commerce, including landing pages and product descriptions. For packaging, I worked closely with legal and product teams to ensure language was accurate. I pushed the boundaries of what we could say on pack.

Challenges - Since these are supplements, I was restricted in what I could say, which often led to the copy feeling generic or clinical. Also, some of the supplements didn’t have direct health benefits per se, like the chews that neutralize your dog’s pee so it doesn’t turn the grass yellow (a benefit for you but less so for your dog, although it’s supposed to “support urinary tract health” too). For this first once, I worked closely with legal and pushed back as much as possible to try to have some fun copy that would reflect the brand. The affirmation for the grass supplement was tough to come up with, but I solved that one too. It ended up being: “Today, I will take the time to watch the grass grow,” capturing a dog so content and relaxed that he could spend his day calmly lounging, literally watching the grass grow.