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Case Study

Shop redesign and brand presence for equine health

FS Animal Health GmbH — care, therapy and nutrition

For FS Animal Health GmbH we redesigned the online shop for horse care, therapy and nutrition — with clearly structured product cards, a fast search and a visual system that brings the products of several brands together. On top of that came new landing pages for Nuveq, Haygain and Hestevard.

  • Retail & Wholesale
  • Professional Services
  • Branding
  • Graphic Design
  • Print Media
  • E-Commerce & Online Shops
Icelandic horse in a pasture, above it the handwritten slogan “Only the best for your horse”

A shop with history, freshly sorted

Banner area of the shop for the Haygain 600 hay steamer, on the left a horse at the hay, on the right the device cut out
For a shop with a long history, specialized in the daily care, therapy and nutrition of horses, a website was developed that offers clearly structured product cards, a fast product search and a user-friendly interface. Visually, the website was given recognizable design patterns, consistent typography and naturalistic horse photography that rounds out the overall picture.

Six product worlds at a glance

Category card “Hay steamers”: a horse eating hay in front of a wooden wall
Category card “Practice supplies”: a woman stroking a horse in the stable aisle
Category card “Feed supplements”: a gray horse eating hay in the paddock
Category card “Stable equipment”: a woman feeding two ponies at the fence
Category card “For small animals”: two dogs lying in the grass
Category card “Care products”: a rider brushing a horse's mane
The online shop brings together a wide range of product groups, tailored to what customers need. Thanks to the website redesign, everything on offer is now presented clearly, well structured, quick to grasp and immediately tangible.

Product cards that carry the mission

Product card FS Dura-Ice, a cooling clay poultice, in front of the round brand pattern
Product card FS PW100 bandages in six colors
Product card accessories: descaler concentrate in a canister
Clear visualization and understandable product information support the mission of the shop: to give horses a healthier and longer life by letting customers discover the right products for care, therapy and nutrition without any fuss.

A round pattern as the common thread

Banner area “The right feed for your horse” with a horse at the hay and the product Darmprofi
The brand identity is reinforced by a consistent visual system: a round pattern subtly structures the background and emphasizes the Animal Health logo, while clear typography, a harmonious color palette and high-quality images create a professional, trustworthy and at the same time emotional presence that conveys the expertise in equine health.

One product, one stage

Split banner area: on the left the Forager slow feeder cut out, on the right a gray horse grazing with the slogan “Everything that does good”

Lexend for the information

Type specimen of Lexend in the weights Light, Regular, Medium, SemiBold and Bold
The grotesque typeface Lexend was chosen as the primary typeface. It guarantees optimal legibility and clarity and gives all texts a modern, appealing effect.

Kristi for the tone

The word “Kristi” in the handwritten display typeface in front of the round brand pattern
The display typeface Kristi is used for slogans and gives the design a crafted, natural aesthetic that underlines authenticity and closeness to nature.

Five brands under one roof

  • Logo of the brand Nuveq
  • Logo of the brand Hestevard with the line “the difference”
  • Logo of FS Animal Health
  • Logo of the brand Haygain
  • Logo of the brand Agrifence
The online shop brings together several brands and so offers a broad range of high-quality products for the wellbeing of horses.

Products from different brands, one identity

  • Product card “Joints & tendons” with Duraflex Elite by Hestevard
  • Product card “Electrolytes” with Effalyte by Hestevard
  • Product card “Recovery & regeneration” with OrZin 40 by FS Animal Health
  • Product card “Energy & performance” with Durizanol by Hestevard
  • Product card “Steam generator” with the Nuveq Summit
In the redesign, the products of the different brands were visually unified, with 3D visualizations that catch the eye immediately.

Landing pages of their own for the brands

Banner area with horses grazing in the pasture and the slogan “Only the best for your horse”
For several brands, Nuveq among them, the design of the landing pages was newly developed, with particular focus on one product in order to present it especially attractively and with impact.

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Nuveq: full steam ahead to a healthy horse

Nuveq opener: a galloping horse in the mist above a green pasture, with the slogan “Full steam ahead to a healthy horse”
The design relies on the three brand colors, the characteristic typography and clear, simple geometric shapes. A subtle mist effect picks up the central product – the steam generator – and gives the page an unmistakable, atmospheric look.

The steam generator as an infographic

Animated infographic of the Nuveq steam generator and its functions
Short animation of the steam generator in use
The steam generator model with its unique functions was presented as a compact infographic. The clear, reduced design makes the product immediately recognizable, understandable and especially appealing to users.

The round logo shape as imagery

Nuveq landing page: a text card above a mist-covered pasture with grazing horses
The landing page design picks up the round shape of the logo and plays with it in different compositions. Mist effects set stylish accents and create a distinctive visual element. Naturalistic photos of horses in various everyday situations round off the design and convey authenticity and closeness to the target audience.

Your partner for equine health

FS Animal Health is committed to horses living healthier and longer. The company works with various brands and offers a broad range of veterinary-backed products for care, therapy and nutrition. The mission of providing real care at the fundamentals is reflected in the variety of products and in the close collaboration with riders, therapists and vets around the world.

As part of the redesign, the products were visually unified. Product cards were supplemented with 3D visualizations and designed consistently in the corporate design. The round shape of the logo runs through the whole layout and is used in various compositions. High-quality, naturalistic photos of horses in everyday situations provide authenticity and harmonize with the balanced color scheme of the website.

New landing pages were developed for several brands, with the focus on individual products. Clear typography, the three brand colors and simple geometric shapes keep everything clear and easy to use.