Pair Dead
Clay Shooting Apparel
Forget stuffy tweeds and dusty shotguns. Pair Dead is a new brand wanting to shake things up in the world of clay pigeon shooting apparel.
My role throughout the project was leading the conceptualisation, crafting the brand identity through to art direction. Whilst also collaborating with the managing directors.
Brief: A disruptive new apparel brand wanted to break away from the traditional, tweed-heavy look of clay shooting.
Goal: Build a modern, energetic identity to attract a younger audience and make the sport feel cool, exciting and accessible.
Year
2023
Branding
Conceptual
Design
Visual Identity
Art Direction
Layout
Typography
Inspired by the sport’s scoring system, the logo integrates the iconic “dead pair” dashes with a bold, modern twist, creating a mark that feels both distinctive and rooted in the game.
Brand in Action
The goal of this identity was to make the sport feel cool, fresh, and accessible to a new generation. With Pair Dead, athletes can represent the brand both on and off the range, giving the sport a more relevant and modern voice. It’s not just about performance, it’s about looking good while doing it. This is expressed through lifestyle-driven art direction that breaks free from traditional stereotypes.
This attitude carries into social media, where the logo is used in deconstructed forms to build dynamic layouts and bold graphic elements. The result is a cohesive yet flexible system that keeps the brand exciting, contemporary, and unmistakably Pair Dead.
Pair Dead
Tagline: “Made for the range. Worn on the streets.”
Pair Dead disrupts the clay shooting world with a vibrant, modern identity, giving the sport relevance for a new generation.
The sport itself influenced every aspect of the identity, from the creation of the logo to the supporting graphic language. Campaign visuals were inspired by the clay at the moment of impact, shattering into pieces, a metaphor for energy, precision, and performance.
