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Shooting days in the North
Driven Clay Co. run premium clay shooting days in the North, for seasoned guns and complete beginners alike. Established in 2021, the business needed a brand with the manners of a heritage gunmaker and none of the stuffiness.
The identity borrows from old British gunmakers. A classic serif wordmark sits above ‘Premium shooting days’, and a round crest – two rampant lions, ‘Established in 2021’ and ‘The North’ – does the heraldry. It works at the size of a sticker and the size of an estate sign.
The palette is forest green and white, with gunmetal and muted gold in support: a nod to the landscape and to the finish on a good gun.
The photography sells the day better than any brochure line: shooters in tweed crossing purple heather with gundogs at their side, hills and a loch behind. Postcards carry the same views on the front and the crest on the back, ready for a note.
Business cards and stickers are forest green, and the crest goes up on the stone gateposts at the end of the drive.
Fine lines, a little texture and plenty of space keep it confident without trying too hard. Supporting typefaces bring in some modern contrast, so the brand reads as well on a phone as on a gatepost – and I designed and built the website to make the most of that. Every piece, from stationery to signage, is as considered as the day itself. Precision is the whole sport, after all.