Brand
Summary
Summary
Out in all of it. — Brand Identity 2025
Clare Island Apparel
Co. Mayo, Ireland
claresislandapparel.com
— v1.0
Co. Mayo, Ireland
claresislandapparel.com
— v1.0
Who We Are
The Story
Three friends. A lot of time outside. Not on summits — halfway up something, eating a slightly crushed sandwich, laughing at whatever just went wrong. We wanted something with the energy of a DIY skate brand and the soul of a local indie record shop. So we made it.
A tech-driven, deliberately low-waste operation with a genuine obsession with place — the raw, particular, slightly chaotic identity of Ireland's west coast. Clare Island isn't just a name. It's a worldview. Small scale. Stubbornly local. More interested in what's around the corner than what's over the horizon.
A tech-driven, deliberately low-waste operation with a genuine obsession with place — the raw, particular, slightly chaotic identity of Ireland's west coast. Clare Island isn't just a name. It's a worldview. Small scale. Stubbornly local. More interested in what's around the corner than what's over the horizon.
Purpose
"To bring the joy of local adventure to everyone — without the sermon."
Close seconds: Out for the fun of it.
Local adventure. Serious fun.
Local adventure. Serious fun.
Value 01
Place
Rooted in Clare Island, Co. Mayo. Real geography, real weather, real people. Not vague pastoral aesthetic — specific, ownable, honest about where it's from.
Value 02
Lightness
Low-waste, technology-driven production that makes less on purpose. And not taking ourselves too seriously. Lightness is an ethic and an attitude. We hold both equally.
Value 03
Craic
No adequate translation. The reason the walk was worth it even though it rained the whole time. Every product, every piece of content, every community moment should have some of it.
Voice
Tone
Deadpan Utility — the default. Dry, confident, trusts the reader.
Warm Storytelling — longer form. Grounded, never purple.
Live Craic — genuine spontaneity only. Cannot be manufactured.
Warm Storytelling — longer form. Grounded, never purple.
Live Craic — genuine spontaneity only. Cannot be manufactured.
Identity
Colour
Island Green
#074825 · PMS 341C
Black
#121212
White
#FFFFFF
Three colours only. Used consistently they become owned. Do not introduce new colours.
Identity
Type
ExtraBold
Anybody
SemiBold
Anybody
Regular
Anybody
Mono
JetBrains Mono
Confident, slightly unexpected. Works at stamp size and full bleed. Mono for analogue/dispatch register only.
Content Strategy
Four Pillars
01
Out in All of It
The doing. Real people, real conditions, real situations. Recognisable — not aspirational. The halfway-up-the-hill moment. UGC: send the face.
02
Transmissions from the Island
Analogue romance. Found slides. Fax dispatches used sparingly. The island existed before us. That archive is ours.
03
The Music
Contemporary Irish artists. The Spotify station is a living brand asset. Music is structural to who we are — not a background consideration.
04
Local Adventure. Serious Fun.
The craic pillar. Community stories, founder moments, the situations you get yourself into. Not documenting achievement — documenting the mess and joy.
Audience
Three Personas
The Urban Explorer — city-based, always leaving. Allergic to brands that perform coolness. Wants to look like themselves, outside.
The Reluctant Regular — doesn't identify as outdoorsy. Is somehow always outside. First outdoor brand that feels made for them.
The Design-Led Hibernophile — loves the real Ireland. Growth horizon. Authentic story, genuine provenance.
The Reluctant Regular — doesn't identify as outdoorsy. Is somehow always outside. First outdoor brand that feels made for them.
The Design-Led Hibernophile — loves the real Ireland. Growth horizon. Authentic story, genuine provenance.
Community
The Islanders
The Hotline — WhatsApp. Silence is the baseline. Founder-written only. No urgency. Replies get replies, person to person.
Island Outposts — pubs, cafés, guesthouses. Not stockists — cultural touchpoints. Play the station. Carry the QR. Commission on orders.
Islanders, not influencers. The fit comes first. The arrangement follows.
Island Outposts — pubs, cafés, guesthouses. Not stockists — cultural touchpoints. Play the station. Carry the QR. Commission on orders.
Islanders, not influencers. The fit comes first. The arrangement follows.
Photography
Visual Rule
Real weather, real people, real situations. Shoot on film where possible. Grain is fine. A crooked horizon is fine. A slightly missed focus on the right moment is better than a technically perfect shot of the wrong one.
"Would it feel at home on the wall of the right pub?"
Never: golden hour ridgeline, flat lays, anyone looking at a camera like they're being paid to.
"Would it feel at home on the wall of the right pub?"
Never: golden hour ridgeline, flat lays, anyone looking at a camera like they're being paid to.
We are not →
a wellness brand
aspirational
earnest about sustainability
Oirish
extreme
corporate
self-consciously cool