This was a brand new dog bed business started by an interior designer and dog owner/lover.

But these weren't your everyday dog beds. In our intital discovery call, I sensed that the beds were of the standard pet store chain variety, so the name she had in mind seemed pefectly fine. Which was Jasmine's Beds, after her dog.

After seeing these stunning beds and learning more about the the target audience, the type of stores they'd be sold in, and the sustainable manufacturing, I was concerned the name wouldn't support it as well as it needed to.

She agreed so I started researching names, which led me to St. Roch, the Patron Saint of dogs.

From there, we were on our way.