Visit Irl Site

IRL is an Interchangeable Retail Location located on Ballard, Ave in Seattle and hosted by Parker Studio. See below for some of our upcoming pop-ups.

Cuniform Jun 28-30
Brooke Eide July 28-August 07

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.

Year

2021

Industry
  • Automotive
Services
  • 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.

"We love everyone we've dealt with at Parker. Consistent, unreal production—they go above and beyond."

Clutch Automotive, CEO (Matthew Schwab)