LANDMARK By AMERICAN JOURNEY

Chewy wanted to create a brand of dog food to compete withe the ultra high-quality competition such as Orijen and Instinct. The thought was to keep it under the wing of their flagship dog food American Journey. This was to be the ultra-premium version with high levels of protein. Everything from the logo, to the bag imagery, to the web assets were supposed to give the feel of adventure. Landmark was released with three initial recipes, Delta and Plateau for adult dogs and Trailhead for puppies.

Photography showcasing the recipes with specific ingredients.