Everyday Art: SNIFTY
SNIFTY is a division of Rotuba, a family-run plastics manufacturer in business since 1946, that holds a patent on a scented polymer called Auracell, a fragrance-delivery technology and material designed for long-lasting scent applications. It is a sustainable plastic derived primarily from cellulose sourced from trees or cotton.
Brandie Bowers, creative director at SNIFTY, said the company’s first product was the scented pen and created to showcase Auracell’s use in various applications. Over the years, SNIFTY used this technology to develop over 30 different scented pens.
After many years of selling scented pens exclusively, SNIFTY began to see an opportunity to expand beyond fragrance-based products and reimagine what everyday creative tools could be.
“What started with pens evolved into a broader vision centered around playful, functional and design-forward products that inspire creativity and bring a sense of personality and joy to everyday life,” Bowers said.
THE ARTISTIC PROCESS
As the brand grew, so did SNIFY’s understanding of the role everyday objects can play in people’s lives, Bowers said.
“We became increasingly interested in creating products that balance utility with delight,” she said. “Pieces that feel playful, thoughtful and creatively inspiring, even in the smallest daily rituals.”
At SNIFTY, design integrity has always been central to that process and strives to create products with a distinct point of view. Bowers said sometimes that means developing entirely new concepts, and other times it means thoughtfully reinterpreting familiar formats through a more contemporary, expressive lens.
“Our goal is to create well-designed products that make ordinary moments feel a little more personal, joyful, creative and engaging while encouraging self-expression and bringing a sense of fun into everyday life,” she said.
Bowers said inspiration rarely comes from one place at SNIFTY. There is no single formula behind the company’s creative process. Ideas are often shaped by art, fashion, vintage packaging, cultural trends, humor, nostalgia and the small details found in everyday life.
“I have always had a particular fondness for retro products and design, especially the balance of charm, personality and functionality that many vintage items naturally had,” she said. “I love blending those influences with a more modern perspective to create products that feel both familiar and fresh.”
Collaboration is an equally important part of the SNIFTY process. Its design team transforms initial concepts into fully realized products.
“That creative exchange is a huge part of what keeps the brand evolving and helps us continue creating products that feel fun, thoughtful, creative and a little unexpected,” she said.
INSPIRING ART
Bowers said retailers come to SNIFTY because its products bring together creativity, functionality and personality in a way that feels fresh and approachable.
“We strive to create items that stand out on shelves, spark curiosity and connect with customers across a wide range of ages and interests,” she said.
SNIFTY’s collections are designed to feel playful and giftable while still being useful and thoughtfully designed. SNIFTY offers products for both children and adults, making a broad assortment that perform well in museum gift shops.
“We believe everyday products should inspire creativity and bring a little more fun into daily routines, whether that is through an innovative art tool, a reimagined writing product, or an unexpected design detail,” she said.
One of its bestsellers for museums include its Colorbrush, a watercolor pencil and paintbrush in one set — offering a playful and approachable take on watercolor art for beginners and enthusiasts alike.
“Simply sketch a design, flip the pencil, dip the brush tip in water and transform the drawing into a watercolor painting,” Bowers said.
The Colorbrush line continued to grow and is now available in multiple colorways, a travel set and a new forthcoming, Lil’ Colorbrush Set and complementary Lil’ Standing Easel watercolor Pad for younger artists.
Other museum favorites include SNIFTY’s Kaleidoscope Prism Pencils and Jumbo Crayons with matching circular sketchbooks. The collection combines contemporary design with a playful nod to vintage kaleidoscopes, including clear packaging elements that showcase the vibrant array of colors inside. MAGIC Pencil and LOOK Sharp Pencils feature steel barrels and compressed graphite tips designed to last as long as 100 traditional pencils without ever needing sharpening.
“We are also constantly evolving,” she said. “While we always pay attention to trends and cultural shifts, our focus is on creating original products with lasting appeal rather than simply following what everyone else is doing.”
