A typographic logo has been designed from the Velvetyne Type Foundry's Sporting Grotesque font. Its wide characters reflect the vigor, strength and presence of animals such as horses. The brand appears to have knowledge and background, but also to be contemporary and original. The letter H has been extended to symbolize some components of the equine world, such as the noseband of the halter or the bridle, the bit, the fence or — from a broader perspective — the horse himself. The extended H, again, stands for the pride, strength and vigor that come out of a healthy horse. Two versions of the logo have been designed — Natural Horse Protection and NHP — for a more flexible identity. As for the latter, the letter H is to be extended or condensed so the logo will adapt to any format.

— the identity

The visual identity of the packaging relies on structure, contrast and colors. The product labels are meant to be sticked astride two sides of a white plastic bottle. The information have been structured so the primary elements that help identifying the product and the brand appear on one side (the logo, the product, the target and the value proposal), whereas the secondary elements, giving further information about the composition and the use, appear on another. 

Contrast within and between the labels was important to catch the eye so it was clear a secondary type (Libre Franklin) was essential to the identity, as well as significant changes in character sizes and label colors. There are 6 colors, each in a light shade for the background and a darker one for the logos and title. An illustration of a horse grazing on grass has been drawn as well to help identifying the nature of the product. It is an outlined hand-drawn illustration that brings old labels and know-how back while fitting to the identity and the layout.