Brand Strategy & Development

Bluegrass Horse Feeds

Re-branding a well-established name in horse feeds.

Bluegrass Branding

HE LOOKS LIKE AN ATHLETE, TRAINS LIKE AN ATHLETE, EATS LIKE AN ATHLETE

What We Did

Branding

Packaging

Exhibition & Display

The Challenge

Created in the 1990′s by Irwin & Sons, Bluegrass Horse Feeds was a well-established name with considerable customer recognition. Focused on providing specialist equine nutrition and premium feed products. However the company had not invested in its brand or marketing and they recognised that in order to remain competitive and to grow their business they needed to develop their identity and message to the market.

Our Approach

Understanding the differentiators of the business and its associated products – the quality of the feed, the research, technology and innovation that went into developing each range and what these meant to the target audience of riders, owners and trainers, enabled us to create a brand identity that authentically and impactfully represented Bluegrass. Most importantly, the brand positioned them as a leader in their field, allowing them to talk with authority and to engage and grow their audience. Messaging was developed across multiple packaging ranges, associated POS, vehicle liveries, signage and advertising materials.

Packaging Design

“Being a highly recognised name within the industry, we were aware of the importance of elevating our brand whilst maintaining the positives our customers had come to know us for. The Foundation fully understood our requirements and provided a number of concepts to ensure we got exactly the right balance of old and new, retaining our heritage within a brand that showcased our contemporary and innovative qualities.”

Cheryl McWilliams
Bluegrass Horse Feeds

Exhibition Banners
Exhibition Stands
Messaging