F& M Tooling was looking to partner with a product design and development firm for a product line update of their Petwares Plus pet products. F & M Tooling asked tool. to conceptualize new aesthetics, styling and functionality, in order to re-position the brand in the higher-end pet category segment. tool. approached the project by researching the market segments and identifying gaps where new products could be positioned. The result was a fresh perspective on existing categories and new innovation into unique products.