← Close

Strong Horse
Logo and Label Design
2023
Illustrations used in this project were not done by me but under
Agape Design Studio.

I was responsible for designing both the logo and packaging for Strong Horse.

The identity is built around a prancing horse icon, which reflects the confidence and strength suggested by the brand name. To balance this, I paired the symbol with a serif wordmark to give the brand a more refined and premium feel.

For the packaging, I developed the label layout and overall visual direction, using the existing illustration to create a distinctive and memorable shelf presence. The result is a brand that feels bold, premium, and full of character.

Exploration and Refinement
The identity development explored several directions centred around the idea of strength, heritage, and craftsmanship.

Together with a few sketches the initial concepts focused on a more literal representation of the horse, using simplified silhouettes and badge-inspired lockups to create a sense of tradition and quality. These studies helped establish the relationship between symbol and typography while exploring how the brand could be expressed across different packaging formats.

The second set of exploration introduced a more illustrative approach, drawing inspiration from traditional marks and folk-style iconography. These concepts leaned into storytelling and origin, combining the horse with environmental elements to create a stronger sense of place and character.

The final identity centres around a prancing horse symbol, chosen to reinforce the strength and confidence suggested by the Strong Horse name. Its distinctive silhouette creates a recognisable brand asset that can be carried across various touchpoints.

A refined serif typeface was selected to complement the mark, adding a sense of elegance and quality that helps position the brand within a more premium category.

Working with the existing illustration by Agape, I explored several label layouts to find the right balance between storytelling and product communication.

Each concept tested a different approach to hierarchy, from placing the product name as the primary focal point to creating stronger connections between the logo, product information, and supporting copy. The studies also explored how much of the illustration should remain visible, ensuring the artwork could play a leading role without compromising readability.

The final identity brings together a set of distinctive brand assets that feel true to the Strong Horse name and positioning. The horse symbol, typography, and packaging work together to create a recognisable brand presence that can be applied consistently across different touchpoints.

In a category where many products look and feel alike, the identity provides a stronger point of difference while remaining relevant to the product. This creates a brand that feels memorable, ownable, and capable of remaining relevant over time.

All work was developed under the creative direction of Agape Design, with the final identity and packaging refined through a collaborative design process.