A social shop featuring pet-inspired products was contracted a name that emoted pet culture through a memorable action, sniffing. Sniffery was born, alongside “the sniff button,” that members touch to follow people, products, brands, pets and rescue shelters—and in turn, purchase products, social gift and donate to animal causes. The site features a complex social environment that’s user-friendly in appearance, with profile pages for different users categories, media-rich user feeds, custom saved lists and sub-profile pages for pets themselves. The homepage is an eclectic feed of pet products, blog posts, special offers and hashtag user content from social media. Images for placement only.