Star Stable
Category
Art Direction & Visual Design
Year
Star Stable invited its global player community and horse-loving audiences into an unconventional brand experience: creating a scented candle inspired by the smell of horses and the equestrian world. The project combined community input, AI-driven scent generation and expert curation to create a physical product that brought the emotional essence of Star Stable into real life — bridging digital engagement with tangible brand culture.
My Role
Art Director & Visual Design
Created at
Star Stable Entertainment, Creative Studio
Outcome
High engagement through community-driven co-creation
Commercial launch through Get the Gallop, a premium equestrian lifestyle platform.
Challange & Solution
Challenge
How could we extend the Star Stable brand beyond the digital game world and engage both our community and new players within the broader equestrian lifestyle segment, while staying true to the brand’s personality and values?
Solution
We developed The Horse Candle – a scent concept inspired by the emotional, atmospheric world of horses and riders, with the purpose to enhance the gaming excperiense.
The concept was created through co-creation with the Star Stable community and the scent studio No Ordinary Scent (NOS). Players shared memories, image associations and emotional cues connected to “the smell of horses”. These insights were processed through NOS’s AI to identify recurring themes, forming the foundation for a custom scent profile. The final notes: crisp apple, warm leather, hay and earth, were refined with a professional perfumer and three leading profiles within the equestrian world: Lisen Bratt Fredricson, Clara Hammarström and Emilia Bergåkra.
The development journey was brought to life through a content series titled A quest for the perfect scent, hosted by two well-known and trusted Star Stable team members and familiar faces within the community under their player character names Ylva and Zelda. Through episodic storytelling, they guided the audience through the process; from community input and scent exploration to final formulation. The candle was positioned not as typical merchandise, but as a collectible lifestyle product. The launch was supported by brand films and visual storytelling that connected scent, narrative and emotion. Strengthening the sensory and aspirational dimensions of the brand.
