Company Description: HAB Equestrian is a bold, innovative equestrian lifestyle brand offering premium performance apparel and gear for riders and horses. Catering to passionate equestrians in Southern Africa and beyond, the brand blends European sophistication with local craftsmanship, targeting style-conscious riders who value quality, technical functionality, and emotional connection to the sport.
Design Brief: One of the objectives of this brand was to stand out in a competitive market dominated by international brands. The founder’s vision – rooted in creativity, elegance, and unconventionality – needed a cohesive identity to reflect her values and vision: Evoking emotion, inspiring riders, and breaking free from the ‘matchy-matchy’ mainstream. Additionally, the brand’s humble beginnings (starting with stable mats) required a narrative that balanced aspirational luxury with authenticity.
Outcome: The brand design centered on HAB’s core ethos: “Sporty, Classic, Elegant, Bold.” The visual identity leveraged a timeless navy, deep red, and olive palette, paired with refined typography to convey premium quality. The logo’s sleek equestrian motif was modelled to “Elektra”, the horse who inspired the founder’s dream – reinforcing the brand’s connection to boldness, grace, and unwavering determination.
Ecommerce Web Design
Logo Design
Alternate Logo Design
Polo Logo Design
Submark Design
Submark Design
Packaging Design
Table Talker Design
Gazebo & Flag Design
Horse Box Branding
Social Media Graphics
Website Outcome: The ecommerce website brought the story to life, blending aspirational imagery with raw, emotional storytelling (e.g., “Born from a spirited warmblood”) to humanise the brand. Key features included:
- A curated product showcase emphasising technical fabrics and European-inspired designs.
- Testimonials and founder notes to build trust.
- Bold calls-to-action (“Shine bright. Be Bold.”) aligning with the brand’s mission to empower riders.
The brand’s distinct voice and aesthetic helped it carve a niche as a “Zara for equestrians” – affordable yet aspirational – while its focus on horse-centric storytelling aims to foster a loyal community. By aligning every touchpoint with its values, HAB is positioned to be a contender on the international stage.
“I want to say that everything you did far exceeded any expectations, the detail, the story and getting “inside” me and what makes me tick.
It was quite emotional to see the brand come to life. What an incredible job you and your team have done for us in bringing our dream to reality! We just absolutely LOVE it!”