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Case study · 05 of 06

Emerald Valley Natural Health

In a category where credibility is built with relationships, consistency, and quiet rigor — a brand that matches the quality of its products.

The Hoof Essentials product bag — a cream supplement package showing a hand-drawn horse illustration and the Emerald Valley Natural Health wordmark, set beside a black scoop of pelleted feed. Studio photograph, credit Hugh Kenny.
Hoof Essentials packaging — the hand-drawn horse, the scientific credibility, and the artisanal warmth, all on a single bag. Photography by Hugh Kenny.
Client
Emerald Valley Natural Health
Engagement
Brand strategy, packaging, print advertising, photography
Duration
Multi-year
Category
Equine supplements & natural health

The story

Emerald Valley operates in one of the equestrian world’s most trust-dependent categories: what you feed your horse. In the supplement market, credibility isn’t built with claims — it’s built with relationships, consistency, and the kind of brand presentation that signals seriousness.

Mary brought the same strategic rigor to Emerald Valley that she brings to every engagement. She immersed herself in the product line, the competitive landscape, and the specific concerns of the equestrian customer who makes purchasing decisions based on the health of their animals. Then she built a brand presence that matched the quality of the products.

Credibility isn’t built with claims. It’s built with relationships, consistency, and brand presentation that signals seriousness.

The range

The packaging design for the Hoof Essentials line is characteristic of Mary’s approach: hand-drawn horse illustration that signals artisanal quality, clean layout that communicates scientific credibility, and a design system that scales across the full product range.

The print campaigns — including the beloved “Merry Mashmas” holiday ad for SantaMash treats — demonstrate how a supplement brand can build genuine warmth and personality in a category that often defaults to clinical sterility. Rigor doesn’t have to be cold.

The Merry Mashmas holiday print ad for Emerald Valley Natural Health. A festive composition on a weathered wood surface: evergreen branches and small white ceramic star ornaments frame a standing pouch of SantaMash Cranberry — the product label running vertically in red script. The headline 'MERRY MASHMAS!' is set in a hand-drawn red script at the top of the ad, with the body copy underneath reading: 'One for the farrier, two for the working student, three for my trainer, and all eight flavors for my horse. The most perfect stocking stuffer ever.' The Emerald Valley Natural Health wordmark and contact details sit at the bottom of the ad.
The “Merry Mashmas” holiday campaign for SantaMash — proof that a supplement brand can have a wink, a heart, and a voice.

By the numbers

1
brand system, scaled across every product in the supplement line
1
hand-drawn horse, anchoring every package in the range
∞
Merry Mashmas holiday ads, beloved by the customers who kept coming back
0
clinical sterility, in a category that usually defaults to it

Services delivered

Rigor and warmth, across the full product range.

  • Brand strategy
  • Packaging design
  • Print advertising
  • Product photography
  • Copywriting
  • Website design
  • Seasonal campaign creative

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