I do like it visually – it’s a much cleaner, cohesive and professional-looking design, to say the least. The previous site design gave off a “generic toy company” vibe, while this design is more “slightly upscale aspirational equestrian lifestyle brand”.
Which makes sense, since they recently changed their company slogan from the almost meaningless “Let Your Imagination Play” to “A Horse Of My Very Own”. Their mission statement, under the Discover Breyer tab on the index page:
Ever since our first model horse was created in 1950, Breyer has been committed to making the World’s Finest Model Horses. Fans believe that when they hold a Breyer horse in their hands, it’s like entering the world of real horses.
Our goal is build on the historical legacy of the brand, and bring the inspiration of horses to as many people as possible. As we do this, every expression of the brand, across our products, content, and experiences, is a touchpoint that connects us to that inspiration.
That’s what I’ve been saying for years; I think I’ve expressed some variations of these sentiments on previous BreyerFest Volunteer Applications, because (duh) that’s what I sincerely believe.
(Though I prefer to think that the new-ish people in charge did their homework and came up with the concept independently, and that I was but one voice of many.)
I don’t have a place for the living-breathing kind of horses in my life – and likely never will – and Breyer Horses are the closest equivalent. Better in some ways, since I don’t have to worry about additional expenses (vet bills, boarding) and, if need be, I can walk away from them for a while and not have to worry about their physical or emotional upkeep.
(Leaving Vita alone for half the day is terrifying enough!)
Whether the site is easier to use or navigate I haven’t really had a chance to determine yet. I suspect there are some bugs that still need to be worked out; there always are.
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