HORSEFEATHERS

NAMING
BRAND STRATEGY
BRAND IDENTITY
PRINT DESIGN
PACKAGING DESIGN
SOCIAL MEDIA MARKETING
COLLATERAL

PHOTOGRAPHY BY DANIEL FARO

The word 'HORSEFEATHERS' written in large, white font on a black background.

STRATEGY

The Horsefeathers brand was born from a desire to reclaim the sanctuary of the bath from the visual noise of modern capitalism. The founder sought to transform a space bombarded by aggressive marketing and complex chemical promises into a minimalist retreat centered on simplicity and presence. Our challenge was to craft an identity that rejected the "shouting" nature of the beauty industry in favor of a quiet rebellion. The solution was a return to the "art of the bath," stripping away non-essential scents and jargon to focus on clean, high-performance ingredients. We used an intentional restraint strategy, incorporating a custom, abstract HF monogram and a series of Rothko-inspired gradients to replace descriptive naming with artistic expression. By numbering rather than naming the products, we ensured the founder's shower shelf became a gallery of serenity rather than a catalogue of claims.

RESULTS

The final brand identity for Horsefeathers provides a suite of goods that embodies both personality and profound restraint, setting a new standard for "stealth luxury" in the bathing space. By implementing a refined typography system and a strategically simplified brand guide, we created a scalable system that feels like a well-kept secret. The result is a visual experience in which the consumer’s brain is no longer distracted by clutter but instead invited into a ritual of serenity. Since its inception, Horsefeathers has successfully carved out a niche for the ritualistic minimalist, offering a professional and polished online and physical presence that stands apart from the crowded market. The brand now serves as a timeless foundation for a business that values the art of the reveal over the noise of the pitch.

Two colored boxes, one orange and one beige, with the letter 'H' written on each in a cursive font.
A toothbrush in a silver metal cup, an envelope, and a paper with the quote "The art of the wash" on a green surface.
Close-up of a person's face, focusing on the eye, eyebrow, and part of the nose, with visible skin texture and shiny complexion.
A stylized white letter 'G' on a black background.
A black bottle with a minimalist label that reads 'H' and 'HORSEFEATHERS SPRITZ NO 01', placed on a white surface with a decorative curved edge.
Close-up of a young woman with wet, dark hair, resting her arms on her knees, looking at the camera with a contemplative expression, with the text 'Authenticity, Refined' overlaid.
Two green bottles of Horsefeathers Wash soap with black pump dispensers on a white background.
Apple slices behind a foggy, raindrop-covered glass surface.
A green bottle with the words 'Effortless Days Ahead' printed on it and cautionary text below.
A yellow sponge with a business card on top, featuring contact information for Sidney Chesterton, founder and CEO of Horsefeather Shop.
Stacked rectangular bars of soap, with pronounced embossing on the top bar, on a light green background.
Two white bars of soap with embossed design, placed on white sponge material, against a white background.
Person receiving a back scrub using a soap bar and foamy lather in a spa or massage setting.
A bottle of Horsefeathers Face Oil No. 09 placed on a speckled green surface with a white object partially visible on the left.
Close-up of a green and beige cosmetic tube with a black screw cap, a white textured sponge, and a makeup brush, all placed on a flat surface against a neutral background.
Blurred image of a yellow bottle with a black cap labeled 'Horsefeathers Body Oil No. 05' against a white background.
Close-up of a woman's shoulder and neck with water droplets, with her face partially visible and wet hair hanging down.
A box of Horsefeathers Crème No. 11 with a gradient design on the packaging, floating above a reflective surface.
Close-up of a green bath product container with white text describing its natural ingredients and philosophy.
Close-up of a person with a dropper applying serum to their cheek, showcasing clear skin, hazel eyes, and well-groomed eyebrows.
A green box labeled 'Horsefeathers Hand Wash No. 14' flanked by bottles of hand wash.
A small brown glass bottle with a black dropper cap, labeled "HorseFeathers Bath Oil No. 15," placed on a white background.
A black bottle labeled 'Horsefeathers' with the description 'SPITZ. NO. 03' and a logo with stylized letters 'JF', placed on a smooth white surface.
A beige hairbrush with black edges lying on a wet, dark gray surface.
Close-up of a person's back being washed with a natural sea sponge, creating soap bubbles.
A tall black pump bottle labeled 'Horsefeathers Foaming Soap No. 07' sitting in the corner of a white wall.
A person is brushing wet, dark brown hair with a wooden hairbrush.
Three tubes of Horsefeathers Creme No. 11, No. 13, and an unlabeled variety inside a transparent container, with a sponge and water behind them.
Person with wet hair getting a haircut or scalp massage with a comb, close-up view from back.
Close-up of a woman's face with wet skin and water droplets, with text advertising horsefeathers skincare products, including images of various bottles of soap, a facial scrub, and a hair cream.

OTHER PROJECTS

  • Outdoor sign with "OMIKA" on a round, decorative background attached to a building.

    OMIKA

    Brand Identity, Packaging, and Marketing for a women’s clothing brand inspired by the vibrant prints of India.

    View Project
  • Black and white image of a person lying face down on a chair outdoors with text "UNSORTED."

    UNSORTED.

    An independent label by Hunter Hardee inspired by technique and voracious curiosity. A line of clothes that challenges the notion of what clothes can be.

    View Project
  • Person holding a smartphone displaying a menu for 'Ethos' with options like Club Culture, Ethos News, Team, Schedule, Classes, Memberships, Gallery, Contact, and a 'Become a Member' button.

    ETHOS ATHLETIC CLUB

    A bold website to attract new members, host class signups, and digitally express the world of Ethos A.C.

    View Project
  • Person wearing a T-shirt with 'Roseline' text facing shelves of wine bottles and a table with wine glasses.

    ROSELINE

    Brand identity and collateral for an intimate wine bar that boasts fine wines with a side of funky vibes.

    View Project