A disruptive equestrian brand voice

Equestrian sports are quite traditional. Very little had changed in terms of the design and manufacturing materials of horse and rider equipment since ancient times. This was reflected in the communication directed towards the target audience. Peder’s products brought something new and progressive to the table. How could we encourage a conservative audience to embrace change?

Peder hails from a long line of horse aficionados and has been crafting his own gear since the 1992 Olympics, including unconventional items like sleeping pads. Despite his unorthodox methods, he managed to become the world’s top-ranked rider and was the sole participant to compete barefoot at the Olympic level. Peder is renowned for his accomplishments and exceptional horsemanship, providing an ideal basis for our identity that blends tradition familiar to our audience with innovative practices.

The visual guidelines combined imagery in two completely different styles: one dark and warm to embody the knowledge transfer from Peder and his team, and a minimalist white style for the products to enhance the feeling of hyper-innovation with entirely new materials for the equestrian world, such as polyethylene rubber. The voice we gave the brand was super sporty: short, concise, and impactful.

We wanted to create a site that was not just an e-commerce platform but also redefined the feeling of a digital experience. Therefore, we agreed on a design brief: all content should be equally important, there should be no top or bottom, and the experience should be seamless. Users should be able to freely navigate to what interests them the most, similar to how one moves in a physical store.