New brand development for equine therapy

Project:

Rebecca Kendlinger is a new brand for equine osteopathy in a highly competitive market.

Challenge:

Similar offerings and skepticism towards alternative methods made it difficult to stand out.

Outcome:

A clear, differentiated design/concept that builds trust and directly appeals to the target audience.

Is the market for equine osteopaths saturated?

The equine osteopathy market is highly competitive, with many providers lacking clear specialization. However, the market has an annual growth of 8%, and many providers lack a professional brand presence, offering room for differentiation.

Why do people choose a specific therapist?

Distance:
"I don't want to drive too far with my sick horse in the trailer."

Specialization and Expertise:
"I'm looking for a stable that caters specifically to my horse's needs."

Recommendations and Trust:
"I listen to people at my stable or check out flyers there."

Quality and Professionalism:
"It's important to me that my horse receives professional care."

How should the brand look to best reach the target audience?

The brand uses earth tones to convey naturalness and trust, while green symbolizes health and well-being. Pink represents gentle femininity. The repeating wave symbolizes harmony and movement, creating a sense of trust, care, and natural balance.

The first contact is mobile first, to immediately convince 90% of users.

Concept draft

First draft

After numerous interviews, intense competitor analysis, multiple drafts, and a few A/B tests later...