Horseware Ireland is widely regarded as the world’s leading producer of premium horse rugs. As the business strategy evolved, we set about realigning their global brand strategy in preparation for growth across developing markets.
Founded in 1985 by a visionary CEO with the determination to produce a rug that didn’t leak and didn’t slip, led to the creation of the first fully waterproof and breathable turnout in the world. The iconic Rambo Original soon became the standard setter for modern rug design setting the bar for the substantial portfolio of Horseware led innovations to follow.
As the business grew, so too did the number of categories from Rugs to Clothing, Therapies to Accessories. We were on-boarded as brand partners to realign the global brand DNA to what the company had become, and develop a simplified brand architecture to make it easier for customers to navigate the expansive portfolio.
Following a deep engagement process we uncovered a truth; that from its inception Horseware was driven by the ambition to break down barriers between horse and rider, and improve the experience of riding for everyone. This attitude to constantly innovate informed a Pathfinder positioning which is authentic to the company’s origin and underscored by invention.
Combined with a bolder tone of voice, sophisticated colour palette and photography style, and a visual language inspired by luxury brands, the new strategy and system perfectly both support Horseware’s ambitious vision for the future.
“Having worked with RichardsDee on a number of repositioning projects in different organisations, their strength lies in uncovering hidden gems and using these to create unique insights, a compelling brand story and striking design elements. I always enjoy the dynamism, energy and collaborative approach they bring to everything they do.”
Laura McDonnell, Strategic Marketing Manager, Horseware