The  Challenge and problem.

Background & Opportunity

With the majority of catnip sourced from Canada, organically grown U.S. catnip is a rarity. While searching for a high-quality, domestically produced option, we uncovered an unexpected issue: American farms were discarding a significant amount of ground catnip. This wasteful practice presented an opportunity to reclaim, refine, and reposition catnip into a premium product with an unforgettable brand identity.


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Brand Innovation: Laser Paws


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Laser Paws was born from a simple yet powerful idea—why waste a perfectly good resource when it can be repackaged into a premium, high-potency catnip product? Sourced from U.S. organic farms, our catnip is ground to enhance its potency—a process that makes it more aromatic and appealing to cats.Leveraging inspiration from cannabis culture branding, Laser Paws embraced bold typography, energetic graphics, and playful sub-branding, giving catnip a cool, rebellious edge. Flavors like Meowie Dream and Purple Haze reflect both the potency and fun-loving nature of the product.

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Key Differentiators

1. USA-Grown & Organic – Unlike the mass-imported catnip from Canada, Laser Paws is farmed organically in the U.S., supporting local agriculture and ensuring a fresher, more sustainable product.
2. Upcycled & Sustainable – By reclaiming high-quality ground catnip that would otherwise go to waste, Laser Paws is a zero-waste brand making the most of farm resources.
3. Brand Identity Inspired by Cannabis Culture – The brand disrupts the bland, generic pet treat market with vibrant packaging, playful language, and a strong identity.
4. "It’s Strong Because We Grind It" – This tagline underscores Laser Paws’ competitive advantage—grinding catnip increases potency, creating a superior experience for feline customers.