Pair Dead
Forget stuffy tweeds and dusty shotguns. Pair Dead redefines clay shooting apparel by repositioning the sport from heritage tradition to a bold, contemporary lifestyle brand.
Challenge: Clay shooting is deeply rooted in tradition, often limiting its appeal to a younger generation. The challenge was to create a brand that felt culturally relevant and fashion-led while maintaining authenticity and credibility within the sport.
Insight: The opportunity wasn’t to reinvent clay shooting, but to reframe how it is perceived. Rather than focusing on heritage and countryside aesthetics, the identity draws from the adrenaline, precision and split-second intensity that define the sport itself.
Strategy: Built around the moment of impact, where control meets chaos, the identity captures the energy of clay shooting through a dynamic visual language. This approach shifts the conversation beyond performance alone, positioning Pair Dead as a contemporary lifestyle brand that resonates both on and off the range.
Year
2023
Branding
Conceptual
Design
Visual Identity
Art Direction
Layout
Typography
Motion
Named after the clay shooting term “Dead Pair”, when both targets are successfully hit. The identity transforms the sport’s scoring marks into the foundation of a flexible visual system. Embedded within a bold contemporary wordmark, the dashes become a recognisable device that extends across the wider brand.
Brand in Action
The wider visual language draws from the intensity and precision of clay shooting. A high-energy colour palette reflects the environment of the shooting range, while Gibson provides a confident typographic foundation that remains clear and adaptable across digital, print and apparel.
Rather than behaving as a static identity, the logo is deconstructed into dynamic graphic compositions across social and campaign applications. This flexible system mirrors the movement, rhythm and split-second nature of the sport, creating a distinctive visual language that evolves across every touchpoint.
Made for the range. Worn on the streets.
The campaign expression captures the defining moment of impact as the clay shatters in mid-air. Through fragmentation, bold layouts and expressive compositions, the identity shifts Pair Dead beyond traditional sporting apparel, positioning it as a contemporary lifestyle brand that brings energy, movement and attitude across digital, social and promotional campaigns.
