The Challenge
When two of the leading brands in the farm and ranch equipment category join forces to offer a new line of equine waterers to discriminating horse people, balancing their brand appeal perfectly is critical.
The Approach
Stewart recommended retaining both names, using a design strategy that would best deploy the identities of each: Classic Equine for its lifestyle connection to the customer, Ritchie for its reputation in the watering category. The result was a new line of waterers that gained adherents quickly, opening new channels and appealing to new customers.
