Rebranding a heritage equestrian business

Repositioning a heritage British equestrian brand for a global, modern audience.

Background Saracen is a family-owned British horse feed manufacturer with roots stretching back over 250 years. For the last 35, it has paired practical experience with leading scientific research to develop feed for horses at every level — from leisure riders to Thoroughbred racehorses and Olympic athletes. A recent succession created the moment to evolve the brand without losing the heritage at its core.

Brief Transform a manufacturing-led business into a global, consumer-centric brand.

Insight The equestrian feed market is saturated with generic health claims and look-alike messaging. Saracen’s real edge – partnerships with leading research labs worldwide, was real but not clearly communicated.

Solution An identity system that breaks the category’s heritage clichés in favour of something more confident and science-led. The work centred on two principles: reduction and precision. A new shield brandmark and a stripped-back visual language carry the brand across packaging, apparel, sponsorship, retail, and elite competition – without losing authority or recognition.

Outcome The new identity repositions Saracen as a brand that unites science, heritage, and performance. The shield now works as a badge of honour across the equestrian spectrum, from Olympians to weekend riders. Saracen is no longer just a feed manufacturer – it’s a performance partner.