My personal fascination with the Pony Express, so much so that I once tried to sign up for a reenactment, inspired me to reflect on another iconic piece of cowboy imagery: the Marlboro Man. His rugged, self-reliant persona once defined a specific ideal of masculinity, but this project, the Pony Express Cologne rebrand, delves into how that concept has evolved. Just as Marlboro masterfully shifted its marketing from women's cigarettes to a powerfully masculine image, Pony Express Cologne aims to reimagine the cowboy for a contemporary audience. We move beyond the stereotypical Marlboro Man, his cigarette smoke, and worn leather, and instead celebrate a new kind of ruggedness—one that embodies a deep appreciation for nature, embraces challenges, and champions exploration.