horsegurl specializes in good vibes and manifesting a positive outlook. Their carefully crafted figurines are for the girlies who want to brighten up their space and rein in a wonderful Year of the Horse. horsegurl can be found in most trendy retail stores— think Urban Outfitters, American Eagle, and Pacsun. They also line the shelves of Books-A-Million and Barnes & Noble. horsegurl is an impulse buy; a little treat that its clientele have earned. horsegurl is for the trinket collectors and the vibe curators— the girlies who like to manifest and create moodboards for their yearly goals. From teens to young adult women, horsegurl is targeted to those who grew up loving horses and traditionally feminine things, but maybe moved away from them as they got older either due to changing tastes or outside pressures shaming them for embracing their inner horse girl.

Pixelated scripts and sans serifs make up the typefaces used for horsegurl’s packaging. The evoke a nostalgic, Y2k feel as well as giving the type a unique appearance to stand out against other impulse buy items they would be stocked next to. Sharp, pixelated edges contrast with the photorealistic horses on the packaging, as well as the soft gradients. Film grain, noise, paint, and posterize filters are all textures used on the packaging. Complementary color gradients, soft pastels, and vibrant hues all make up the color palette. All of these aspects come together to create a nostalgic brand identity that stands out amongst the herd of other products on display.

A large part of horsergurl’s mission is to help older teen and young adult women reclaim small parts of their girlhood. As young girls get older, we are encouraged more and more to abandon traditionally feminine interests and hobbies, such as collecting dolls or playing with ponies. To be feminine is to be considered childish and less-than, and as public perception towards this way of thinking shifts, more and more young women are finding a new love for previously-abandoned childhood interests. horsegurl is for the girls who were that told liking horses and pink and sparkles is silly, because now those girls want to reclaim the things they were formerly shamed for enjoying.

The packages all share the same shape and size, being a hanging display box that opens up to reveal the figurine inside. Each box is given a unique color scheme and theme, as well as a unique name for the horse figurine to enhance the collectibility. Thick, satin paper was chosen for the outer packaging, with high-quality print paper for the interior. Frosted clear laminate sheets were used for the product window, but will eventually get replaced with a material with better visibility such as acetate.