Chow Down is a dog treat truck located in Raleigh-Durham, North Carolina that offers all-natural, grain-free treats for dogs.
The design objective was to create a brand identity that is clean, simple, and fun to appeal to dog owners who are conscious of their dog’s health and happiness.
The design objective was to create a brand identity that is clean, simple, and fun to appeal to dog owners who are conscious of their dog’s health and happiness.
The color palette is bright and playful to reflect the energy of dogs. It is also a fresh departure from competitors in the dog food market, which largely use blues or greens.
The use of negative space in the icon creates an abstract image of a dog enjoying a treat. The happy expression communicates Chow Down’s vision to provide healthy and delicious treats for dogs.
The typography reflects the icon’s imagery of the bone and its rounded letter forms make the logo and identity more approachable and friendly.
The use of negative space in the icon creates an abstract image of a dog enjoying a treat. The happy expression communicates Chow Down’s vision to provide healthy and delicious treats for dogs.
The typography reflects the icon’s imagery of the bone and its rounded letter forms make the logo and identity more approachable and friendly.
Chow Down Banner Ads
These are a set of web ads, 3 still and 1 animated, for Chow Down. The illustration and style for this banner ad was from a set of 3 advertisements that I made in 2018.
The first step for the animated banner ad was making storyboards to plan each frame of animation. Then I created a rough frame by frame animation of the dog’s running cycle in Photoshop as a template for the movements in AfterEffects. After redrawing the figures in Illustrator, I imported the files into AfterEffects to start the animation.
There were many challenges with this project: I had to animate around the strokes/outlines of the figures, and this was particularly challenging when animating the cloud of dust. The most rewarding part was creating my first animated running cycle, but not only did I accomplish this but I made four unique running cycles for each dog based on the build of their breed.
