Horse & Friends is an e-commerce platform based out of Sweden, specializing in equestrian products aimed at budget-conscious customers. The goal was to create a brand identity that exudes friendliness and approachability without appearing overly premium or exclusive.

Brand Identity Development

The logo design for Horse & Friends was crafted with simplicity and friendliness in mind. We chose a lowercase font with rounded edges to create a welcoming and unpretentious look. The color scheme features a darker shade of green, commonly seen in the horse sporting industry, complemented by beige. This combination evokes a sense of reliability and warmth, aligning perfectly with the brand’s personality. Additionally, we developed an optional horse head symbol to be used in various contexts, adding a recognizable element to the brand.

The website UI and email templates for Horse & Friends were designed to maintain brand consistency. The homepage prominently features the logo with a green and beige color scheme, ensuring straightforward navigation and user-friendly product pages. The streamlined checkout process caters to budget-conscious shoppers. Similarly, the email templates include the logo in the header, a simple navigation bar, and the same color scheme for readability. Prominent yet unobtrusive call-to-action buttons guide recipients without overwhelming them.

Conclusion

The brand identity for Horse & Friends successfully balances friendliness with reliability, appealing to its target audience without appearing premium. By applying this identity consistently across touchpoints such as the website UI, email templates, and social media posts, we ensured a cohesive brand experience that resonates with customers.