This start-up client came to ThinkPenny to create a unique, fun and embraceable brand identity and essence for a line of eco-friendly candles for dogs. Born out of the love for their rescue dog, the company mission was to offer an upscale line of beautiful-smelling candles comparable to a Jo Malone or other luxury candle you might find at Barneys. With part of the proceeds going to dog rescue and spay and neuter programs. The name "Sniff" and the tagline "Because dogs were born to sniff." represent any dog's main mission in life. As well as "reason for being" of the product. Our first challenge was naming this line of candles to appeal not only to the dog owner (in most cases women) but to the dog as well. The essences of these candles are directly from nature, with the dog's desires in mind–a breath of fresh air for city dogs that can't get out for that stroll in the park as often as they might like, for a quiet relaxing moment at home, or even for one those little "oops" that just slips out when least expected.

The platform we defined for the brand allowed for great creativity. We felt the names should be whimsical, entertaining and offer up the chance for a little dreaming. The launch was tremendous. Sniff was featured in the the Sunday New York Times Lifestyle section as one of the best new products of the year at the New York Pet Expo. The brand went viral online through links and associations, with "Fart & Away" taking the lead as a major conversation buzz, and as a best-seller. The brand quicky built a following with over 200 retailers picking up the line. It became so popular that subsequently Sniff was sold to one of its competitors.