Case Study

A brand that makes closeness visible

Hoofprint — naming, brand and Shopify shop for personalized horse art

For Hoofprint we developed a brand that makes the bond between people and horses visible — from the naming to the logo, color world, typography and the shop. At its heart is the Hoof Designer: upload a photo, choose a style, and your own work of art is ready on a sweatshirt, cushion or mug.

Retail & Wholesale
Arts & Culture
Branding
Brand Strategy
Naming
E-Commerce & Online Shops
UI/UX Design

Rider on a grey horse, in a sweatshirt with the painted portrait of her horse and the Hoofprint lettering

Close-up of a chestnut horse at the fence, its mane backlit — Everything revolves around the love for the horse. And the design makes that love visible.

The Hoofprint mark: a hand-drawn H in dark blue with a white outline on a gradient of orange, pink and violet — Boldly staged and clearly positioned. The logo carries the attitude of the brand in every variant, from the favicon to the big stage.

The HOOFPRINT lettering in capitals, with a gradient from pink to orange — Boldly staged and clearly positioned. The logo carries the attitude of the brand in every variant, from the favicon to the big stage.

Color palette of eight tiles with hex values, from lilac through pink and mint to anthracite — The color world is not just a matter of feeling, it is precisely defined. Every color stands for an idea that has become part of the brand.

Type specimen of Nunito Bold over a galloping grey horse — Confident in its appearance, clear in its message. Nunito Bold sets the accents and gives the visual identity a firm footing. It catches the eye before the content begins.

Type specimen of PT Sans Regular in five shades of orange — PT Sans Regular is light, restrained and easy to read. It takes over where Nunito has opened up the space. The interplay works like a dialogue of form and content, loud and quiet in perfect alternation.

Four painted horse portraits as round stickers with the names Murmel, Aquila, Monarch and Charly — Different styles, changing moods, always personal. What makes each horse special stays visible and turns every picture into a one-off, just as every horse is a one-off.

Interface of the Hoof Designer: the preview of the artwork on the left, the choice of style, color scheme and typeface on the right — The Hoof Designer makes personalization tangible. Everything is built to be easy to understand and effortless to use.

Painted horse portrait “Cupcake” as a round sticker in an oil look — Oil brings depth and calm. The surface feels alive, the subject gains weight. The style gives the picture a particular gravity that stays — simply classic.

Oil painting of a chestnut horse in front of a meadow in bold palette-knife colors — Oil brings depth and calm. The surface feels alive, the subject gains weight. The style gives the picture a particular gravity that stays — simply classic.

A photo of a grey horse in the pasture turns into an oil painting — Oil style transformation: it feels like a look into a memory. Softly carried and deeply anchored. The picture starts to tell a story and makes visible what stays.

Comic portrait “Charly” as a round sticker in front of a mountain panorama — Comic reduces without losing anything. The form becomes clear, the expression stays. The style plays with the original and takes the horse into a new and exciting world.

Comic illustration of a horse’s head in front of stylized conifers — Comic reduces without losing anything. The form becomes clear, the expression stays. The style plays with the original and takes the horse into a new and exciting world.

A photo of a chestnut horse in autumn leaves becomes a comic illustration — There is something playful about the transformation. Reality becomes character, detail becomes expression. The horse stays recognizable all the same.

Acrylic portrait “Dakota” as a round sticker in blue and magenta — Acrylic feels direct and powerful. The areas of color are clearly placed, every line palpable. This style brings tension into the picture without overloading it.

Acrylic painting of a horse’s head in bold palette-knife areas — Acrylic feels direct and powerful. The areas of color are clearly placed, every line palpable. This style brings tension into the picture without overloading it.

Acrylic painting of a show jumper going over a fence — Every product becomes a surface for something personal. What counts is not the material, but the memory it carries.

A sweatshirt with the “Pegasus” design shown from every side — Every product becomes a surface for something personal. What counts is not the material, but the memory it carries.

White T-shirt with the “Murmel” design on a violet background — The same visual language on every carrier: what works on the sweatshirt works on the bag, the case and the hat too.

Violet tote bag with the “Aquila” design on a wooden bench — The same visual language on every carrier: what works on the sweatshirt works on the bag, the case and the hat too.

Cushion with a horse design on a light rattan chair — Hoofprint turns a bond into an identity. What you feel is given a face and finds its place in the real world. Personal, visible, unmistakable and of course … a little bold.

Framed horse picture next to a vase of white blossoms — Hoofprint turns a bond into an identity. What you feel is given a face and finds its place in the real world. Personal, visible, unmistakable and of course … a little bold.

Hoof Hoof Hooray!

Hoofprint grew out of an idea that goes straight to the heart. The bond with your own horse was not simply to be depicted, it was to be made tangible. It was never only about products, it was about emotions. About what remains once the moment has passed.

And we were to make exactly that feeling visible. To design a platform that does not work like a typical shop, but like an extension of that relationship. Personal, intuitive, with no distance. Not explaining, but accompanying.

The Hoof Designer became the heart of the whole platform. A tool that does not look like technology, but can be felt. Every step was designed so that users notice no hurdles: upload a photo, choose the style, done.

Visually there were no compromises either. The color world was deliberately chosen to be bold, dynamic and luminous. Not cool, but familiar. A mixture of restraint and presence that leaves room for what belongs at the center: the horse.

With Hoofprint we did not just design a brand, we translated a feeling. Not into claims or campaigns, but into structures, flows and images that land exactly where they belong.

Client: Hoofprint
Studio: Creative Agency WAGEMUT
Services: Branding, Brand Strategy, Naming, E-Commerce & Online Shops, UI/UX Design
Industry: Retail & Wholesale, Arts & Culture

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