Tetrafauna is a long-standing brand in the UPG Aquatics family that focuses on products for reptiles and their owners. Recently, UPG Aquatics intensified its marketing efforts with Tetrafauna due to an increasing trend in reptile ownership. The reptile product category has many competitors, so Tetrafauna concentrated only on aquatic reptiles—turtles, frogs, newts and salamanders. We worked with them to develop a new brand architecture, a marketing strategy that included social media, and a complete master-branded look for the packaging and merchandising collateral materials. To date, the new launch has caused sales to steadily increase. The growth is expected to continue with the impending launch of two new Tetrafauna products.