diff --git a/README.rst b/README.rst
index 3912a57..646e816 100644
--- a/README.rst
+++ b/README.rst
@@ -1,7 +1,7 @@
-.. image:: https://travis-ci.org/nlevitt/rethinkstuff.svg?branch=master
-    :target: https://travis-ci.org/nlevitt/rethinkstuff
+.. image:: https://travis-ci.org/nlevitt/doublethink.svg?branch=master
+    :target: https://travis-ci.org/nlevitt/doublethink
 
-rethinkstuff
+doublethink
 ============
 
 RethinkDB python library. Provides connection manager and ORM framework
@@ -24,8 +24,8 @@ Usage Example
 
 ::
 
-    import rethinkstuff
-    r = rethinkstuff.Rethinker(['db0.foo.com', 'db0.foo.com:38015', 'db1.foo.com'], 'my_db')
+    import doublethink
+    r = doublethink.Rethinker(['db0.foo.com', 'db0.foo.com:38015', 'db1.foo.com'], 'my_db')
     r.table('mytable').insert({'foo':'bar','baz':2}).run()
     for result in r.table('mytable'):
         print("result={}".format(result))
@@ -40,11 +40,11 @@ Usage Example
 
 ::
 
-    import rethinkstuff
+    import doublethink
 
-    r = rethinkstuff.Rethinker(['db0.foo.com', 'db0.foo.com:38015', 'db1.foo.com'], 'my_db')
+    r = doublethink.Rethinker(['db0.foo.com', 'db0.foo.com:38015', 'db1.foo.com'], 'my_db')
 
-    class MyTable(rethinkstuff.Document):
+    class MyTable(doublethink.Document):
         pass
     MyTable.table_create()
 
diff --git a/rethinkstuff/__init__.py b/doublethink/__init__.py
similarity index 84%
rename from rethinkstuff/__init__.py
rename to doublethink/__init__.py
index cd93753..057d8da 100644
--- a/rethinkstuff/__init__.py
+++ b/doublethink/__init__.py
@@ -1,5 +1,5 @@
 '''
-rethinkstuff/__init__.py - rethinkdb connection-manager-ish thing and service
+doublethink/__init__.py - rethinkdb connection-manager-ish thing and service
 registry thing
 
 Copyright (C) 2015-2017 Internet Archive
@@ -20,9 +20,9 @@ limitations under the License.
 import rethinkdb
 import datetime
 
-from rethinkstuff.orm import Document
-from rethinkstuff.rethinker import Rethinker
-from rethinkstuff.services import ServiceRegistry
+from doublethink.orm import Document
+from doublethink.rethinker import Rethinker
+from doublethink.services import ServiceRegistry
 
 __all__ = ['Document', 'Rethinker', 'ServiceRegistry', 'UTC', 'utcnow']
 
diff --git a/doublethink/__init__.pyc b/doublethink/__init__.pyc
new file mode 100644
index 0000000..dec6a5e
Binary files /dev/null and b/doublethink/__init__.pyc differ
diff --git a/rethinkstuff/orm.py b/doublethink/orm.py
similarity index 98%
rename from rethinkstuff/orm.py
rename to doublethink/orm.py
index a9e5d87..a9aaf0a 100644
--- a/rethinkstuff/orm.py
+++ b/doublethink/orm.py
@@ -1,5 +1,5 @@
 '''
-rethinkstuff/orm.py - rethinkdb ORM
+doublethink/orm.py - rethinkdb ORM
 
 Copyright (C) 2017 Internet Archive
 
@@ -18,7 +18,7 @@ limitations under the License.
 
 import rethinkdb as r
 import logging
-import rethinkstuff
+import doublethink
 
 class WatchedDict(dict, object):
     def __init__(self, d, callback, field):
@@ -151,7 +151,7 @@ class Document(dict, object):
     The default table name is the class name, lowercased. Subclasses can
     specify different table name like so:
 
-        class Something(rethinkstuff.Document):
+        class Something(doublethink.Document):
             table = 'my_table_name'
     '''
 
@@ -162,7 +162,7 @@ class Document(dict, object):
 
         Subclasses can override the table name like so:
 
-            class Something(rethinkstuff.Document):
+            class Something(doublethink.Document):
                 table = 'my_table_name'
         '''
         return cls.__name__.lower()
diff --git a/rethinkstuff/rethinker.py b/doublethink/rethinker.py
similarity index 95%
rename from rethinkstuff/rethinker.py
rename to doublethink/rethinker.py
index ed8b8b5..277d874 100644
--- a/rethinkstuff/rethinker.py
+++ b/doublethink/rethinker.py
@@ -1,5 +1,5 @@
 '''
-rethinkstuff/rethinker.py - rethinkdb connection-manager
+doublethink/rethinker.py - rethinkdb connection-manager
 
 Copyright (C) 2015-2017 Internet Archive
 
@@ -23,7 +23,7 @@ import time
 import types
 
 class RethinkerWrapper(object):
-    logger = logging.getLogger('rethinkstuff.RethinkerWrapper')
+    logger = logging.getLogger('doublethink.RethinkerWrapper')
     def __init__(self, rethinker, wrapped):
         self.rethinker = rethinker
         self.wrapped = wrapped
@@ -75,7 +75,7 @@ class Rethinker(object):
     >>> r = Rethinker(db='my_db')
     >>> doc = r.table('my_table').get(1).run()
     '''
-    logger = logging.getLogger('rethinkstuff.Rethinker')
+    logger = logging.getLogger('doublethink.Rethinker')
 
     def __init__(self, servers=['localhost'], db=None):
         if isinstance(servers, str):
diff --git a/rethinkstuff/services.py b/doublethink/services.py
similarity index 97%
rename from rethinkstuff/services.py
rename to doublethink/services.py
index 9f88a5f..4786e91 100644
--- a/rethinkstuff/services.py
+++ b/doublethink/services.py
@@ -1,5 +1,5 @@
 '''
-rethinkstuff/services.py - rethinkdb service registry
+doublethink/services.py - rethinkdb service registry
 
 Copyright (C) 2015-2017 Internet Archive
 
@@ -37,7 +37,7 @@ class ServiceRegistry(object):
     }
     '''
 
-    logger = logging.getLogger('rethinkstuff.ServiceRegistry')
+    logger = logging.getLogger('doublethink.ServiceRegistry')
 
     def __init__(self, rethinker):
         self.r = rethinker
diff --git a/setup.py b/setup.py
index 0942e78..370a5ce 100644
--- a/setup.py
+++ b/setup.py
@@ -2,9 +2,9 @@ import setuptools
 import codecs
 
 setuptools.setup(
-    name='rethinkstuff',
-    version='0.2.0.dev63',
-    packages=['rethinkstuff'],
+    name='doublethink',
+    version='0.2.0.dev64',
+    packages=['doublethink'],
     classifiers=[
         'Programming Language :: Python :: 2.7',
         'Programming Language :: Python :: 3.4',
@@ -12,7 +12,7 @@ setuptools.setup(
         'Programming Language :: Python :: 3.6',
     ],
     install_requires=['rethinkdb'],
-    url='https://github.com/nlevitt/rethinkstuff',
+    url='https://github.com/nlevitt/doublethink',
     author='Noah Levitt',
     author_email='nlevitt@archive.org',
     description='rethinkdb python library',
diff --git a/tests/run-tests.sh b/tests/run-tests.sh
index 9a99071..72059c8 100755
--- a/tests/run-tests.sh
+++ b/tests/run-tests.sh
@@ -8,10 +8,10 @@ docker build -t internetarchive/rethinkdb $script_dir
 
 for python in python2.7 python3
 do
-    docker run --rm -it --volume="$script_dir/..:/rethinkstuff" internetarchive/rethinkdb /sbin/my_init -- \
-        bash -x -c "cd /tmp && git clone /rethinkstuff \
-                && cd /tmp/rethinkstuff \
-                && (cd /rethinkstuff && git diff) | patch -p1 \
+    docker run --rm -it --volume="$script_dir/..:/doublethink" internetarchive/rethinkdb /sbin/my_init -- \
+        bash -x -c "cd /tmp && git clone /doublethink \
+                && cd /tmp/doublethink \
+                && (cd /doublethink && git diff) | patch -p1 \
                 && virtualenv -p $python /tmp/venv \
                 && source /tmp/venv/bin/activate \
                 && pip install pytest . \
diff --git a/tests/test_rethinker.py b/tests/test_rethinker.py
index 98b083d..1385478 100644
--- a/tests/test_rethinker.py
+++ b/tests/test_rethinker.py
@@ -1,5 +1,5 @@
 '''
-tests_rethinker.py - unit tests for rethinkstuff
+tests_rethinker.py - unit tests for doublethink
 
 Copyright (C) 2015-2017 Internet Archive
 
@@ -16,7 +16,7 @@ See the License for the specific language governing permissions and
 limitations under the License.
 '''
 
-import rethinkstuff
+import doublethink
 import logging
 import sys
 import types
@@ -31,7 +31,7 @@ import datetime
 logging.basicConfig(stream=sys.stderr, level=logging.INFO,
         format="%(asctime)s %(process)d %(levelname)s %(threadName)s %(name)s.%(funcName)s(%(filename)s:%(lineno)d) %(message)s")
 
-class RethinkerForTesting(rethinkstuff.Rethinker):
+class RethinkerForTesting(doublethink.Rethinker):
     def __init__(self, *args, **kwargs):
         super(RethinkerForTesting, self).__init__(*args, **kwargs)
 
@@ -44,13 +44,13 @@ class RethinkerForTesting(rethinkstuff.Rethinker):
 def r():
     r = RethinkerForTesting()
     try:
-        r.db_drop("rethinkstuff_test_db").run()
+        r.db_drop("doublethink_test_db").run()
     except rethinkdb.errors.ReqlOpFailedError:
         pass
-    result = r.db_create("rethinkstuff_test_db").run()
+    result = r.db_create("doublethink_test_db").run()
     assert not r.last_conn.is_open()
     assert result["dbs_created"] == 1
-    return RethinkerForTesting(db="rethinkstuff_test_db")
+    return RethinkerForTesting(db="doublethink_test_db")
 
 @pytest.fixture(scope="module")
 def my_table(r):
@@ -116,7 +116,7 @@ def test_slice(r, my_table):
     assert n == 5
 
 def test_service_registry(r):
-    svcreg = rethinkstuff.ServiceRegistry(r)
+    svcreg = doublethink.ServiceRegistry(r)
     assert svcreg.available_service("yes-such-role") == None
     assert svcreg.available_services("yes-such-role") == []
     assert svcreg.available_services() == []
@@ -240,7 +240,7 @@ def test_svcreg_heartbeat_server_down(r):
         def table(self, *args, **kwargs):
             raise Exception('catch me if you can')
 
-    class SortOfFakeServiceRegistry(rethinkstuff.ServiceRegistry):
+    class SortOfFakeServiceRegistry(doublethink.ServiceRegistry):
         def __init__(self, rethinker):
             self.r = rethinker
             # self._ensure_table() # not doing this here
@@ -267,7 +267,7 @@ def test_utcnow():
     now_notz = datetime.datetime.utcnow()  # has no timezone :(
     assert not now_notz.tzinfo
 
-    now_tz = rethinkstuff.utcnow() # solution to that problem
+    now_tz = doublethink.utcnow() # solution to that problem
     assert now_tz.tzinfo
 
     ## .timestamp() was added in python 3.3
@@ -280,7 +280,7 @@ def test_utcnow():
     ## XXX what else can we test without jumping through hoops?
 
 def test_orm(r):
-    class SomeDoc(rethinkstuff.Document):
+    class SomeDoc(doublethink.Document):
         table = 'some_doc'
 
     SomeDoc.table_create(r)
@@ -379,7 +379,7 @@ def test_orm(r):
     assert d == d_copy
 
 def test_orm_pk(r):
-    class NonstandardPrimaryKey(rethinkstuff.Document):
+    class NonstandardPrimaryKey(doublethink.Document):
         @classmethod
         def table_create(cls, rethinker):
             rethinker.table_create(cls.table, primary_key='not_id').run()