“Feed as you need” is global equine nutrition leader Cavalor’s holy saying and golden rule, so it is imperative that the design of their packaging speaks to every horse owner, rider or trainer with an immediately apparent use and directive.
There are always many options when it comes to design and Lieselot Hamerlink, Cavalor’s Managing Partner at their headquarters in Belgium, shied away from using a horse image in the supplement line’s redesign.
“The inspiration for the rebrand definitely came from Cavalor’s continued development as a global brand, and thus we must view our packaging from a global perspective. What was very important for us is that it looks dynamic and scientific but at the same time maintains a sports-oriented feeling. We've struggled for a long time with whether or not we should use a picture of a horse. In my opinion, the horse is the most beautiful animal in the world, and it offers a lot of great opportunities for expression. On the other side, it can limit your market appeal because if you take a certain horse, for example a warmblood, then you may shut out breeds such as Thoroughbreds, Arabians, and the myriad of other breeds and disciplines. So in the end we decided we're going to step aside from the horse image in our packaging and integrate the horse visual across other marketing platforms.”
With a sincere belief that all packaging must speak to the use of the product, the baseline of the product is still clearly highlighted right beneath the product name. When reaching for a Cavalor product folks will know what the supplement is designed to do and what impact it will have.
Cavalor offers an extensive and specialized supplement range so their supplement categories have been re-designed to better incorporate a clear directive as to the purpose and benefits of each specific product and color revisions provide further delineation as to the product use.
“Because we have a broad range of products and understanding of equine nutrition, both in feeds and supplements, we want to be the nutritional partner for the horse, and the packaging has an important role in that. The packaging is the first thing that talks to the horse owner or the trainer, or the rider,” said Hamerlink.
When asked what the supplement packaging rebranding means for the future of the Cavalor brand, Hamerlink added that the review extended to revision of their feed packaging too, which will hit the market sometime mid 2020.
“The overall look and feel should be more aligned because Cavalor offers a complete nutritional package. I think that's where Cavalor really makes the difference. We have a very extensive, specialized feed range, but also a very specialized supplement range. We hope this rebrand will improve the approachability of the brand and will be more easily accessible to those horse owners keen to improve their horse’s health and performance with top quality nutrition.”
Innovative equine nutritional product development is the trademark of the Cavalor brand and the popularity of their products across multiple riding disciplines at the most advanced levels of horse sport define their place as a leader in the global market. To learn more about why horse owners, trainers and rider turn to Cavalor “When the result counts,” please visit their website at http://www.cavalor.us
By Nikki Alvin-Smith
About Cavalor® North America, Dalton, GA: Cavalor is a global brand that can justifiably be called the world leader in equine nutrition for high-performance horses. Cavalor® products are available in more than 50 countries worldwide and are used by champion riders. Cavalor® offers a complete line of horse feed, supplements and care products.
The company's values are: Innovation - Quality - Results. They dedicate themselves to inventing, manufacturing and distributing the best quality and most effective equine nutrition products in the world for the health, performance and happiness of all horses, from a foal’s first steps to retirement.
Please visit http://www.cavalor.us to learn more about their top quality line of products used by advanced riders for their high performance horses, ‘when the result counts.’
Cavalor North America
Photos are available on request.
Media contact; Nikki Alvin-Smith 607 434 4470
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