Saracen's new visual identity
Our new visual identity highlights even more clearly what Saracen stands for – clarity, trust and practical expertise. It will make every interaction with us simpler and more confident, for you and your horse, while laying stronger foundations for the future. Why we refreshed the brand We've refreshed our brand and packaging so you can choose the right feed faster and more easily. What hasn't changed is the feed itself – the same recipes, the same quality, the same results. No changes...
Our new visual identity further emphasises what Saracen stands for – clarity, confidence and practical expertise. This will make every interaction with us easier and more confident for both you and your horse, while laying a stronger foundation for the future.
Why We Refreshed the Brand
We've refreshed our branding and packaging so you can choose the right feed faster and more clearly. What hasn't changed is the feed itself – same recipe, same quality, same results.
- No recipe changes: The food you trust is exactly the same inside the bag.
- Easier shopping: Cleaner designs and clearer text mean less argument on the shelf.
- Updated colour coding: Some products have a new bag colour, making it easy to recognise whole lines of feed at first glance.
- Assortment Navigator: A simple guide on each bag (as well as online) showing where and what the feed is for.
- Ready for today: The new system works better across packaging, website and advisory tools.
What's new on the bag (and how to read it)
We've simplified the front page so that key information can be seen at a glance.
- Clear product names and a coloured line – will help you quickly find the right feed.
- For whom it is intended (type of horse, workload, life stage) – clearly indicated on the front.
- Key nutritional information (e.g. starch, oil, fibre, type of energy) – displayed as simple icons or short lines.
- Clear dietary recommendations including daily doses and practical tips.
- Links directly on the bag (QR codes) – lead to fact sheets, tools and contacts at our food line.
What it means for you (quick answers)
- Do I have to change anything? No, you're not. Keep feeding Saracen the same product – the same proven recipe.
- Why are some names shorter or simpler? To reduce the risk of confusion. Even though the name changed, the recipe stayed the same.
- Does my horse know? No, it's only the bag that has changed, not the nutrition inside.
- I see both designs side by side in the store, why? This is common during the transition period – it's the same feed.
Bottom line: Everything's brighter on the outside, but inside, the same high-quality Saracen food remains.