I worked with an in-house designer to create a product illustration library to use across the brand. The illustrations helped to build a playful identity as well as to provide a more welcoming approach to the body part dog chews Best Bully Sticks is known for.

Best Bully Sticks launched the illustration library with their Semi Annual Sitewide Sale, which effectively showed off their vast array of chews in a fun and interesting style difficult to achieve with photography.

Shortly after the illustration library was created, it was used to create patterns which could be used within the identity system. The left formed a subtle scatter texture used as a background for large text. The right provided a bolder, striped pattern for a more stylish feel.

The bold striped pattern provided an Instagrammable end package for Best Bully Sticks' customers to post with their happy dogs on delivery day. The color pallet also lended itself to Amazon exclusives such as Bully Jerky by Best Bully Sticks.

Best Bully Sticks new pattern and layout worked well in other formats such as the event program where employees would run a tent at local expos and festivals. For each event, the creative team would alter the BBS logo dog to fit the theme. The revised dog was then used on social media blasts and promotional materials handed out to customers to gain brand awareness.

The subtle scattered pattern was also used within the event program in the form of a van wrap that could be spotted and recognized a mile away. The stacked sticks gave the impression that the van was filled waist-deep with bullies. The big teal van became an expected sight to regulars at events such as the weekly South of the James Farmers Market.