Chompers & Whiskits – Packaging & Identity Design

Chompers & Whiskits is a playful rebrand of Trader Joe’s pet line, bringing joy and personality to treats and toys for cats and dogs. With the pet industry rapidly expanding; especially in premium products that deepen pet-owner bonds; Trader Joe’s has a major opportunity to revitalize a currently underdeveloped pet section.

This project fills that gap with character-driven packaging inspired by the warmth, humor, and storytelling that Trader Joe’s shoppers will love. The expressive, fun designs turn pet products into items you’d happily throw in your cart. Each product targets a specific audience: treats for adult cats and dogs, treats for kittens and puppies, and toys tailored to each pet’s play style. A clever packaging “back trick” adds an interactive moment for both dogs and cats.

By treating every package as its own playful character, this line invites shoppers to connect emotionally with the products; not just functionally. Through this project, I learned to bridge brand strategy with consumer behavior by identifying a market gap, studying industry trends, and building a system that’s both visually expressive and strategically grounded.