Super Chewer

Though BARK’s flagship BarkBox plush line took much of the spotlight, I knew that Super Chewer could become the industry’s most exciting, durable, and functional premium dog toy brand.

For six years, I led the overall vision and strategy for the Super Chewer line with the ambition to make the sub-brand BARK’s most beautifully designed and thoughtfully engineered subscription and retail products.

I recruited and developed an extraordinary team of industrial designers to conceive and execute thousands of the most original and gorgeous products in the category, designed to hold up to the ridiculous chewing capacity of the craziest dogs on the planet.

We took visual inspiration from everyday objects, nature, and vinyl collectibles and leveraged our subscription scale to unlock complex tooling, color breaks and industry-first product features.