About Finbo Studio
At Finbo Studio, we specialise in branding and design for pet industry businesses, helping them connect with their audiences in meaningful and impactful ways. Our team of four pet-loving creatives has worked with brands across the sector, from enrichment products to dog-friendly services, bringing their visions to life with strategy-led design that makes a difference.
When The Sniffer Shop approached us, they were ready to grow but needed a brand refresh that would better reflect their mission and values. This is the story of how we helped them turn sniffing into a joyful, accessible activity for everyday dog owners.

The Challenge
The Sniffer Shop wanted to shift their brand’s focus from competitive scent work to everyday enrichment. Their goal was to make scent activities fun and approachable for all dog owners, not just those entrenched in professional training.
Their existing branding was functional but lacked personality and relatability. It felt too niche and intimidating for newcomers, which didn’t align with their vision of promoting accessible enrichment. They needed a brand that would:
• Appeal to new-to-scentwork customers.
• Communicate credibility within the pet industry.
• Differentiate themselves in a growing market of enrichment-focused pet brands.

The Solution
Our approach began with strategy, exploring how to reposition The Sniffer Shop to speak to their ideal audience.
1. Positioning for a Wider Audience
Through competitor analysis and audience research, we discovered an opportunity to stand out by focusing on the fun and accessibility of scent work. While competitors leaned heavily on professional training tones, The Sniffer Shop could create a more inclusive narrative—one that resonated with first-time dog owners and hobbyists.
This repositioning centred on a clear message: Sniffing isn’t just for competitions; it’s a way to enrich your dog’s everyday life.
2. Creating the Narrative
During workshops, the concept of Nosejoy was born—a term encapsulating the fun and satisfaction dogs experience while sniffing. It became a cornerstone of their new brand, representing not just the products they sell but the positive experiences they create for dogs and their owners.

The Design
Visual Identity
The refreshed branding brings Nosejoy to life through playful, approachable visuals that reflect the brand’s mission:
• Custom illustrations: Simple, hand-drawn doodles of dogs sniffing, digging, and playing to create a sense of movement and joy.
• Vibrant, eco-inspired colours: Shades of green, orange, and blue to emphasise the natural and eco-conscious ethos.
• Approachable typography: Clean yet playful fonts, striking a balance between credibility and fun.
These elements are carefully designed to build trust with new customers while retaining industry credibility.
Website Refresh
The website redesign focused on creating a seamless user experience that aligned with the new brand identity:
• Simplified navigation: Ensuring users can easily find products and resources, even if they’re completely new to scent work.
• Inviting tone of voice: Friendly, jargon-free copy designed to engage first-time customers.
• Consistent visuals: Reinforcing the brand’s playful yet professional image across every touchpoint.

Expected Outcomes
While the rebrand is still in its early stages, the new visual identity and website set the foundation for growth in several key areas:
• Stronger customer perception: The playful, approachable design invites a broader audience to engage with scent work as a fun and enriching activity.
• Increased credibility: The professional yet friendly tone establishes The Sniffer Shop as a trusted name in the industry, appealing to both new and experienced dog owners.
• Appeal to new audiences: The inclusive messaging and simplified resources make scent work accessible, encouraging more new-to-scentwork customers to try it for the first time.

The Design in Action
The new branding has been rolled out across product packaging, social media, and The Sniffer Shop’s educational resources, creating a consistent and memorable experience for customers.
The playful illustrations and vibrant colours immediately communicate the brand’s mission, while the website’s intuitive design ensures users can easily learn, shop, and explore everything The Sniffer Shop has to offer.

A Word from The Sniffer Shop
“The Finbo Studio team brought our vision to life in a way we never imagined. They understood exactly what we needed and delivered a brand that feels uniquely us. We’ve already noticed a shift in how people perceive us, and we’re so excited about what’s to come!”
— Kate Hart, Founder of The Sniffer Shop