Horsemen’s Pride Rebrand (2024)

For the rebrand of Horsemen's Pride, I developed a visual identity that honors the company's nearly 50-year heritage while modernizing its appeal for today's equestrian community. The topographic line motif serves as a versatile design accent throughout the brand system, symbolizing the varied terrain horse and rider navigate together, both literally across trails and pastures, and metaphorically through the many milestones they share over a horse's lifetime. This element reinforces the brand's core understanding that horses are cherished family members and lifelong companions.

The reimagined logo features a horse head silhouette that thoughtfully incorporates the iconic Jolly Ball, the brand's bestselling enrichment product since 1976, creating an immediate visual connection to Horsemen's Pride's most recognizable offering while establishing a strong, memorable mark.

The color palette was strategically selected to reflect both the authentic equestrian environment and the brand's commitment to quality. Earthy, warm tones, including rich maroon, chestnut brown, and golden straw, ground the brand in tradition and craftsmanship, evoking the natural materials and settings of stable life. These deeper hues communicate durability and reliability, essential attributes for products designed to withstand rigorous daily use. Complementing these are fresh accent colors: pasture green and sky blue bring contemporary energy and visual brightness, while cream and white provide clean contrast for readability across all applications.

This balance of traditional and modern creates versatility across product lines while maintaining strong shelf visibility in retail environments. The imagery direction emphasizes authenticity and functionality, capturing genuine moments of horses and owners interacting with enrichment and care products in bright, crisp morning light. This approach reinforces that intelligent, social animals require quality enrichment to thrive both physically and mentally.