One of our semester-long M-School projects challenged us to develop a purpose-driven brand from the ground up. Working in a small team, we were tasked with creating a product “for good,” complete with a full business plan, pitch deck, and live presentation to real investors. Out of seven teams, our concept received the highest investment—funding our idea to launch.

We created Comfurt, a wellness brand for dogs inspired by the growing conversation around mental health. Recognizing the emotional challenges many dogs face—like separation anxiety, travel stress, and vet visits—we designed a calming kit featuring a Dog Appeasing Pheromone (DAP) spray and a soft plush companion. The pheromones naturally help reduce stress, while the toy provides comfort through scent association.

We marketed and sold Comfurt through an Instagram storefront and on-campus pop-ups, donating all proceeds to a local LA animal shelter. The project combined strategy, empathy, and creativity—merging consumer insight, product development, and storytelling into a brand that truly made an impact.