Development of a western footwear brand transitioning from a B2B business model into a direct-to-consumer brand. The project focused on defining a distinctive commercial positioning and visual identity for Red Horns, translating its existing expertise in western footwear into a brand designed for a younger, more direct-to-consumer audience. The work included brand development, visual identity, commercial direction, product photography and the initial visual system for e-commerce. The project was ultimately paused due to lack of capital, but established the foundation for launching Red Horns as an independent B2C brand.