Pet product retailer branding

Client: The sniffer shop –  scentwork products retailer and manufacturer

Style: Fun, dog-oriented, enrichment focussed, outdoorsy

Features: A brand logo suite, colours, type and a web frame layout to apply to their shopify store – along with the stratregy to reposition this brand to disrupt the scentwork industry and follow a different value forward stance.

How The Sniffer Shop found it’s nose for success

The challenge:

When The Sniffer Shop approached us at Finbo Studio, they had a clear passion for dogs and scent work but faced a common challenge: their brand didn’t reflect their unique values or resonate with their ideal audience. As a pet business specialising in scent work equipment for dog trainers and owners, their eco-conscious approach and focus on dogs’ natural joy needed a stronger presence.

The founders, Kate and Marcus, were already creating products with heart—from eco-friendly sourcing to using their own dogs as testers. But their pet business product branding, including their pet business logo and packaging, struggled to communicate their story or differentiate them from competitors focused on achievement-based scent work.

The Strategy: Building a Brand Around Nosejoy

At Finbo Studio, we know pet business product branding is more than visuals; it’s about aligning every element with the business’s core values and goals. To position The Sniffer Shop as a leader in enrichment-based scent work, we developed a brand strategy that embraced their “nosejoy” concept—highlighting how dogs’ superpower, sniffing, is a natural and joyful form of enrichment.

This meant stepping away from the competition’s sport-driven narratives and creating an approachable, inclusive identity that appealed to everyday dog owners looking to enhance their pets’ wellbeing.

The Solution: A Characterful Identity and Clear Direction

To bring their scentwork brand to life, we delivered:

• A logo suite reflecting their approachable and playful ethos.
• Illustrations featuring Sherlock-inspired dog characters that represent different stages of scent work.
• Colour palette and typography evoking a bold, outdoorsy vibe.
• Comprehensive brand guidelines to ensure clarity and consistency.
• A website design plan tailored for Shopify, ensuring their online shop conveys their brand values effectively.

The Results: A Brand That Speaks to Its Audience

By focusing on the deeper strategy behind their visuals, we helped The Sniffer Shop create a brand that commands attention in the pet industry. The pet business product branding captures their unique position in the market and opens the door to dog owners who may have never considered scent work as a joyful, enriching activity for their pets.

Kate Hendry, founder of Finbo Studio, explains:
“Branding acts as a bridge between where a business is and where it wants to go. With The Sniffer Shop, we ensured their visuals and messaging worked hand-in-hand to connect their passion with their audience’s needs.”

Whether you’re building a scentwork brand or redefining your pet business logo, it’s essential to dig deep into your values and goals. At Finbo Studio, we specialise in creating pet business product branding that goes beyond aesthetics, helping brands stand out while staying true to their core.

Ready to craft a brand that works as hard as you do? Let’s chat.

“Right from the initial Zoom call, I knew my brand was in safe hands! Our store, “The Sniffer Shop,” is rather niche—just a small online shop we had thrown together as we went along. Kate truly understood it. Her ability to not only grasp the essence of the brand but also deep-dive into the market and demographics to craft a brand that truly appeals to customers is nothing short of amazing!

The marketing package she delivered was exceptional, from the brilliant logo design and spot-on strapline—“Nosejoy for all dogs”—which perfectly captures how I love dogs to feel about sniffing-, to the wonderful Sherlock illustrations that add instant relatability and fun to the theme. Kate was with us every step of the way, even supporting a beautiful website outline that perfectly showcases the lively and fun feel of our brand. Nothing is too much for Kate, and her dedication and expertise have truly exceeded all my expectations!”