Pe la cai – The poetic rebranding for a horse farm in Sibiu

Rebranding and rebuilding takes time—but some projects need it more than others, as did Pe La Cai. 

When we first started working on Pe La Cai, its identity lacked a lot of things. Much like a hand-knitted sweater coming undone, we saw that it needed careful attention, strategic thinking, and a deep understanding of what could bring a unique angle for a horse farm in Sibiu.

At Crossline Marketing, we believe that branding should go beyond aesthetics—it should tell a story. Thus, we started right on checking for the archetype we wanted to use here.

After our initial exploratory discussions, Pe La Cai quickly became one of our most cherished projects in Sibiu. We realized it perfectly aligns with our core values at Crossline Marketing: respect for nature, care for animals, and a commitment to a cleaner environment. Beyond that, we believe that true learning happens beyond the classroom, and Pe La Cai offers a unique space where children and adults can connect with nature, develop new skills, and experience the joy of equestrian life.

The trees that told the Story

Early on, we identified two distinctive trees that frame the space, creating a strong visual anchor for the farm. Combined with the free-roaming horses, these elements formed a unique, authentic identity that we wanted to use.

We imagined a bold, wild identity—one that captures the rugged beauty of North American farms, where wide-open fields meet the spirit of the cowboy. The rustic charm of Pe La Cai grew not just from its natural surroundings, but also from a personal connection—one of the owners, after many years in Canada, wanted to bring a piece of that world back to Romania.

Thus, the rebranding became more than a visual transformation; it became a bridge between past and present, between heritage and a new beginning.

Wanna check out some other branding projects we have done for an iconic landmark in Sibiu? Go here.