A bark as good as their bite.

A bark as good as their bite.

Himmy is redefining how pet-parents approach bathtime, with their soapy, simple, and industrial sized shower wipes that leave pets feeling fresh and clean with just one wipe. Their simple ready-to-use formula cuts wrangling time in half and doubles snuggling time instead. Their only problem? Pet parents simply weren’t aware a product like this existed. That’s why they approached GCNY, who utilized “Marketing through Branding” strategy to create a new brand that also served as an education category campaign, helping to equate the Himmy Bathwipes to an actual shower on a mental level,and teaching customers about the option to shower their pets with love in the quickest time possible.

The Turning Point

Cutting down on the fluff.

On the clarity-to-cleverness spectrum, the new Himmy brand must prioritize the former. Himmy is not just telling an impassioned story, it’s delivering a persuasive Ted Talk to communicate technically. From the language to the visual, the job of every component is to endure through two phases: First, the introductory educational phase. Second, the lasting, experiential brand phase. Without an 18-month redo.

The GCNY Partnership

Go fetch.

We wanted to create a brand for Himmy that did not ruminate on the trials of bathtime, but came to market to help everyone get back to the fun and games sooner, while also acting as an educational elevator pitch for first time consumers. We started with a custom sans serif font for the logo, giving it a bold and curved look. This created an animated, animal-like quality, especially with the unique 'Y' resembling a wagging tail. Additionally, we designed a secondary mark, an abstract dog monogram, for use in various applications like social media profiles and packaging. The tagline and color palette are lively and snappy, reflecting innovation and purpose. To captivate buyers instantly, we envisioned the packaging as a pet playground, conveying freshness and fun. Despite this creativity, we maintained a minimalist, beautiful, and informative design, ensuring each scent includes a lead color, a dog mascot, and all relevant product details.

Results