Thunder Paws is an original brand created by The Petshop, the leading and largest specialist retailer of pet goods, accessories and supplies in the Middle East. The product line had already been produced and sold for a while in physical and online stores, but was having difficulty competing against similar priced options on the market. Both the brand and the packaging did not communicate the premium quality of the product to the consumer, being visually classified as having a lower quality and higher price for the category. The goal in the rebranding project was to help the company position itself as a premium line, with high-quality ingredients, with a modern perspective and bold presence in the pet market.