Woophi

Ask a child what a dog says and you get the first half of this name. Woophi takes 'woof', a noise every English speaker hears as friendly, swaps the f for a ph and adds a small upturned 'i', the way people talk to puppies.

The spelling earns its keep. Woof on its own is all over pet care, on bowls, beds and grooming vans. Woophi stands apart from that crowd while still sounding like a bark. Most people will say woo-fee; a few may try woop-hi the first time. One hearing settles it.

There are two logos, and either could lead. The first is a floppy-eared puppy peering over the wordmark, paws on the letters, with a paw print set into the first o. The second is simpler: a nose and a smile above the word, all of it framed in an outlined bone. Both carry the line 'Happy Pets. Happy Humans.' The concept images give each logo a job. The puppy goes on food: four pouches on a wooden shop counter in pink, sage, mustard and blue, with recipes such as chicken and sweet potato or salmon and pumpkin. The bone goes on the wall of a bright consulting room, where a vet in blue scrubs listens to the heart of a curly-coated dog that seems entirely relaxed about it.

A buyer could run one mark or split them on purpose, the puppy for the shop and the kitchen, the bone for the clinic. Either way the name does the first job of any pet brand, which is to make an owner smile before they have read anything else.