Raw Paleo is an example of “stretching out” the brand. Vet Expert – owner of the brand – is a highly respected producer of pets’ and breeding animals’ dietary supplements. It had already pet food in its portfolio, but it was professional, on prescription, supporting the treatment of specific diseases. Raw Paleo become VetExpert’s first daily food. Strategic choices – creation of sub-brand targeted to different audience – reflected in projects. Packaging combines professionalism, high competence together with emotional aesthetics desired in retail. The whole is classy and reliable. Raw Paleo derives support from Vet Expert, and don’t devaluates its value in the same time.