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A collection of new-wave / old-soul automotive shops in Texas
Clutch is a growing chain of modern auto shops based in Texas. We partnered with them to develop a brand and applications that balance the industry's history with Clutch's forward-thinking ambitions.
2021
- Automotive
- Brand Strategy
- Brand Identity
- Art Direction
- Print & Packaging
- Signage & Wayfinding
Clutch approached Parker to produce a brand identity and visual language that would evoke a sense of automotive shop history and tradition. The business’ ambitions to acquire and renovate derelict automotive shops scattered throughout southeast Texas was primed the brand for a fresh take on the expected classic look.
Our Clutch script portrays a sense of quality and tradition, while the touch-points push the brand into a more fashionable and unexpected realm for the industry.
Clutch upholds the ethos of a mom-and-pop auto shop while providing a modern experience that disrupts expectations. We designed a monogram that balances traditional auto shop history and progressive thinking.
Brand Application
We produced a series of print materials that prioritize human interaction, keeping true to the goal of creating a more elevated mom-and-pop aesthetic. Each shop’s business cards are left blank, allowing for whomever hands them out to sign their name.
We worked with Katz Coffee, a Houston coffee roaster, to develop concept packaging for Clutch gifts. Our collaborative packaging puts coffee beans in an old oil-tin, paired with a mug that also shows up in each shop for staff and guests.
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