A family house of luxury fashion and personal styling in Cashel, Co. Tipperary since 1926, brought into the digital age without losing the personal service it is known for.
I led UI/UX and brand design for Daverns of Cashel, from the visual identity through to the eCommerce site, packaging and social media.
Since 1926 Daverns has built its name on personal service: fittings, styling advice and a carefully chosen range of designer labels on Main Street, Cashel. The challenge was to carry that experience onto the screen, presenting twenty-plus designer houses with the quality they have in store and giving a customer the confidence to buy a €345 coat they cannot try on first.
The crown, the 1926 date and the deep navy and gold run through the whole experience. Editorial brand storytelling, a designer-first way to browse and generous product photography carry the curated, advisory feel of the shop onto the screen, and the same identity extends to packaging and social media.
From the welcome storefront down to a single garment, every screen leads with the brand and the designer name first, then the product: the same order of trust a customer feels walking through the door on Main Street.
Storefront
The homepage leads with a styling-led welcome and ‘The Daverns Promise’, a founder’s note on luxury clothing and personal service, before any product appears. A first-time visitor meets the shop’s voice and values the way they would on Main Street, then steps into menswear or womenswear.
Departments
Menswear and womenswear each open on a full-bleed editorial landing, then split into the same four routes: Clothing, Footwear, Accessories and Brands. Keeping the structure identical means a customer who learns one department already knows the other; only the imagery changes.
Designers
Daverns customers come for the names: Gant, Mos Mosh, Farah, Basler, Joseph Ribkoff. So the designer directory is a primary route rather than a filter buried in a menu: a single wall of twenty-plus houses, each with a portrait-led tile, framed by the brand’s own ‘we have always broken the mould’ line.
Listing
Within a brand or category, a three-up grid keeps the photography large. The ‘Refine search’ rail (brand, price, colour, category and size, each with live counts) stays quiet in navy and gold, so the clothing rather than the controls holds the customer’s eye.
Product
In the shop, an assistant answers questions about fit, fabric and stock. The product page does the same on screen: a large gallery with alternate angles, stock status, colour and size selectors, a sizing guide, and description, fabric and delivery tabs. Previous and next products flank the image, so browsing never dead-ends.
Daverns sits in the shadow of the Rock of Cashel, and the shop has traded under that skyline since 1926. The mark takes the rooftop silhouette of the Rock and reduces it to a small gold crown, so the town’s most recognisable outline becomes the shop’s emblem without a word of explanation.
The gables, the walls and the two towers of the Rock give the crown its five-peak rhythm. It is a local reference before it is a heraldic one.
Wide-tracked capitals in navy carry the family name, the gold crown and the 1926 date sit above as a single rule-bound unit, and ‘of Cashel’ anchors the place. Nothing moves independently, which keeps the mark stable on a shopfront, a swing tag or a 32px favicon.
The crown emblem, the deep navy and a single restrained gold do the heavy lifting. They carry from the storefront hero to category filters and footer, so the whole shop feels like one tailored house rather than a template.
Daverns Navy
#2B3340 / Brand, Headers
Heritage Gold
#A9893F / Accent, Price, CTA
Cashel Stone
#CFC6B6 / Footer, Marble
Aa
A high-contrast serif sets the wordmark and section titles with quiet authority, paired with a clean humanist sans for navigation, product copy and prices, legible across long catalogue pages.
Cormorant · Archivo
Display & InterfaceThe identity had to survive a seasonal shop. Navy and gold are the constants, and a working set of wine, tan, walnut and slate blue lets window cards, gift boxes and campaign pages change with the season while the mark itself never redraws. Every version is a single-weight knockout: no shadows, no outlines, no second lockup to police.
Brand applications
The reference points are tailoring and neutral cloth rather than fast fashion, which set the tone for the photography and the pace of the site.
Most people meet the brand on the street, holding it. The bag reverses to navy on white with the crown at full size, the strongest piece of local advertising the shop owns.
Daverns sells other people’s labels, so most of its imagery arrives from the designer houses themselves. The social system gives that supplied photography a recognisable Daverns identity without competing with the labels: ‘Masters of Luxury’ stays fixed, the crown badge sits in a corner, and each post comes down to two decisions, which photograph and which corner is quietest. It is repeatable enough to run season after season and flexible enough to take whatever a supplier sends.
The project delivered a complete brand and digital system for Daverns: a refined identity built around the crown, an eCommerce site covering menswear, womenswear and twenty-plus designer houses, packaging and swing tags for the shop, and a social media system for supplied imagery.
Together they let Daverns present itself online with the same care it shows in the shop, so customers meet one consistent brand whether they are on Main Street, carrying a bag home or browsing on a phone.