During the discovery phase, we analyzed a bunch of competitors and their naming structures, their branding, and positioning. To better identify and understand the needs of a pet owner, we created a user persona. The challenge of this task was to find a brand name that was not trademarked and had a free domain name in more than 10 countries. In the creative process of the naming, we used analogies from different areas such as famous dogs and other pet, cooking, or food-related word combinations. The winner amongst all the shortlisted naming ideas was Loonawell which was inspired by the founder's dog name Luna and the overall brand purpose to ensure wellbeing for all pets.