A century-old family house of luxury fashion & personal styling in Cashel, Co. Tipperary, reimagined as a considered designer-led eCommerce experience.
Since 1926 Daverns had built its name on personal service: fittings, styling advice and a carefully curated wall of designer labels on Main Street, Cashel. But that experience lived entirely in-store. Their small web presence couldn't carry the brand's quality, surface twenty-plus designer houses, or reassure a customer spending €345 on a coat they couldn't try on.
The redesign treats the shop's founding mark (the crown, the 1926 date, the deep navy and gold) as the spine of the whole experience. Editorial brand storytelling, a designer-first discovery model and generous product photography recreate the curated, advisory feel of the store, while virtual appointments bring the styling service itself online.
“For us the measure of success was whether a retail store that had never needed to explain itself online, looked on screen, exactly as good as it does in reality.”
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.
01 / Storefront
The homepage opens with a styling-led welcome and "The Daverns Promise" (a founder's note on luxury clothing and personal service) before stepping into luxury brands for men and women. It establishes heritage and curation before a single price appears.
02 / Departments
Menswear and womenswear each get a full-bleed editorial landing, then split into Clothing, Footwear, Accessories and Brands across an identical four-tile grid. The structure is shared so a returning customer never has to relearn the shop; only the imagery changes.
03 / Designers
Daverns customers come for the names: Gant, Mos Mosh, Farah, Basler, Joseph Ribkoff. The Designers page makes that the primary way to browse: a single tap-able wall of twenty-plus houses, each a portrait-led tile, framed by the brand's own "we have always broken the mould" line.
04 / Listing
The listing view pairs a calm three-up product grid with a full "Refine search" rail: brand, price, colour, category and size, each with live counts. Filters stay quiet and gold-accented so the clothing, not the controls, holds the customer's eye.
05 / Product
The product page answers in-store questions on screen: a large gallery with alternate angles, stock status, colour and size selectors, a sizing guide, and full description, fabric and delivery tabs, with previous / next products flanking the frame so browsing never dead-ends.
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
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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 & InterfaceDaverns 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.
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 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.
The 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.
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.
A shop this size cannot shoot its own campaigns every season, so the social system was built to make supplied designer imagery look like Daverns. “Masters of Luxury” stays fixed, the crown badge tucks into a corner, and the only decisions left each month are which photograph to use and which corner is quietest.
