Brand Book
Conor's Clubs
Pass it down. Play it forward.
Identity
Palette
Heritage Green
#2D5016
primary
Vintage Cream
#F5EFE0
background
Clubhouse Gold
#D4AF37
accent
Leather Brown
#8B4513
secondary
Charcoal Grip
#3A3A3A
neutral
Irish Moss
#6B8E23
accent
Typography
headline
GT Sectra
Weights: 400, 500, 700
body
Söhne
Weights: 400, 500
accent
Recoleta
Weights: 600, 700
Voice
Conor's Clubs speaks with the warm, direct cadence of a family shopkeeper who knows their craft—equal parts knowledgeable guide and welcoming host. The voice blends Old World reverence for quality and tradition with unpretentious, modern accessibility, using conversational rhythm, selective Irish inflection, and storytelling that makes every club feel like an heirloom worth passing down.
- “This '87 Ping Eye 2 came to us from a doctor in Galway who swore it saved his short game—yours now, if you'll give it the same respect.”
- “Every club here's been swung, loved, maybe cursed once or twice, then cleaned up and sent back out to do what it does best.”
- “We're not selling you new—we're selling you better, because a Titleist from '94 that's been cared for will outlast anything off today's rack.”
Do
- Lead with warmth and personal address
- Use family and heritage language naturally
- Speak in second person to customers
- Tell origin stories for individual clubs
- Drop casual golf wisdom mid-sentence
Don’t
- Use corporate golf jargon or buzzwords
- Start sentences with 'We believe'
- Apologize for being second-hand
- Write in bullet points or lists
- Use exclamation marks for excitement
Positioning
TaglinePass it down. Play it forward.
MissionWe rescue legendary clubs from attics and garages, reunite them with golfers who care, and keep the spirit of the game alive across generations.
Market positionaccessible
DifferentiationWhere typical golf retailers push newness and tech specs, Conor's Clubs celebrates provenance and soul — every club has a story, and we're the family-run operation that honors the craft of vintage equipment while making it accessible to a new generation of players who value character over carbon fiber.
Audience
Discerning golfers aged 35-65 who appreciate the craft and soul of vintage equipment, valuing provenance and story over the latest titanium driver. They're likely professionals or successful entrepreneurs who grew up playing their grandfather's clubs and now seek that same feeling of authenticity in an era of hollow marketing.
Essence
Conor started restoring his grandfather's vintage Titleist set in a Galway shed in 2018, posting the process to a handful of golf-obsessed friends. Word spread. Now Conor's Clubs sources pre-loved irons, woods, and putters from estate sales and club attics across Ireland and the UK, restoring each piece with care before sending them to players worldwide who believe the best clubs have stories, not serial numbers.
nostalgicunpretentiouswarm-heartedknowledgeablewelcomingold-soul
Values
- Heritage
- Every club has a story before you swing it—we honor the game's past with every sale.
- Conviviality
- Golf is better with famiglia—we build community around the course, not just commerce.
- Craft
- We curate, restore, and sell clubs with the care of a master clubmaker, not a middleman.
- Earthiness
- No pretense, no country club gatekeeping—just honest gear for people who love to play.
- Timelessness
- The best clubs were made decades ago; we prove the old ways still work beautifully.
Logos
primary
Monogram concept
wordmark
Wordmark concept
Visual direction
Style
Mediumphotography
AestheticWarm, grain-forward film photography that feels like inherited family albums—golden hour light, slightly faded color palettes, and honest moments around the game. Imagery balances reverent product close-ups showcasing club heritage with candid shots of multigenerational golfers, evoking both Irish countryside nostalgia and timeless New York deli authenticity.
Look
Lightingwarm tungsten glow, window-filtered afternoon sun, soft shadows with amber undertones
Opticsslight film grain, 35mm focal length, natural vignetting, analog warmth
Texturesworn leather grips, oxidized metal patina, aged wood grain, canvas club bags with visible weave
Surface qualityhand-worn, naturally weathered, honest wear patterns, tactile heritage
Feel
MoodSunday morning at the course, grandfather's workshop, golden hour tradition
Energymid-low intensity, assured, unhurried
Paceleisurely, timeless, generational
Moodboard
Cast
Characters
Siobhan
Early 30s with paint-stained jeans and a vintage polo tucked in. Hair pulled back in a messy bun, she's always elbow-deep in club restoration—sanding grips, polishing irons. Photographed in natural light through dusty workshop windows, sleeves rolled up, laughing at something off-camera. The future of the family business.
Old Paddy
A customer who became family. Late 70s, flat cap, tweed jacket with elbow patches. He's the guy sitting on a stool by the counter, gesturing wildly while telling stories about courses he played in the '60s. Always photographed with a cup of tea in hand, surrounded by vintage putters.
The Golfer Girl
Mid-20s with a modern athletic build, but styled in vintage-inspired golf wear—high-waisted trousers, tucked-in striped polo, leather golf glove. She represents the young golfer discovering the beauty of classic clubs. Shot on actual fairways with golden hour light, mid-swing with a blade iron, hair caught in the breeze.
The Caddie
A wiry man in his 40s wearing a worn canvas vest and bucket hat. He's photographed carrying a vintage leather golf bag, walking a links course at dawn. Knows every club by feel, every course by heart. Represents the working-class soul of golf—authentic, unglamorous, essential.
Conor himself
A weathered Irishman in his late 50s with silver-streaked hair, always in a well-worn cardigan over a crisp white shirt. He's photographed mid-laugh in the workshop, holding a persimmon driver like it's a newborn, or leaning against a wall of vintage bags with reading glasses perched on his nose. Warm, knowing eyes that say he's seen every club ever made.
Locations
The Transatlantic Shipping Depot
A clean, organized packing station where clubs wrapped in brown paper and twine sit in wooden crates marked for New York, Tokyo, Melbourne. Maps on the wall, international postage stamps, handwritten notes tucked into each shipment. This location embodies the brand's global reach while maintaining its artisanal, personal touch—every club shipped is a ambassador of Irish craftsmanship.
The Family Kitchen Table
A worn oak table in a warm kitchen where black-and-white family photos lean against ceramic crocks and a brass putter rests in the corner. This is where Conor's grandfather first taught him to hold a club, where deals are sealed with handshakes and tea. Sunlight through lace curtains, the creak of old floorboards—this kitchen represents lineage, trust, and the passing down of craft.
The Emerald Fairway Workshop
A weathered stone cottage workshop in County Clare with wooden shelves floor-to-ceiling stocked with vintage clubs, their brass heads catching afternoon light through mullioned windows. The space smells of linseed oil and old leather, with a workbench scarred by decades of re-gripping and restoration. Outside, rolling green hills fade into coastal mist—the Irish landscape that bred champions and Sunday hackers alike.
The Local Links at Golden Hour
A classic seaside links course at dusk, where the low sun turns fairway grass amber and casts long shadows from vintage bag stands. Wind ripples the tall grasses bordering ancient bunkers. This is where the clubs come alive—not in a showroom, but on the course they were born to play, held by golfers who respect the game's soul over its score.
Products
The Member's Box
A quarterly surprise box for true believers—three vintage clubs (wedge, putter, or specialty club), a dozen reclaimed Pro V1s cleaned to near-new, a hand-poured candle that smells like leather and cedar, and a postcard from Conor with a story about one of the clubs. Packaging is kraft paper, twine, and wax seals. It's the golf equivalent of getting a care package from your Irish uncle.
The Family Driver
Persimmon-headed drivers and fairway woods from legendary makers like MacGregor, Titleist, and TaylorMade's early metal woods. Each club comes with a hand-tied leather headcover made by a Dublin cobbler, and a care card with tips from 'Nonno Conor' on keeping the wood grain pristine. These aren't just clubs—they're heirlooms passed down through generations of golfers.
Famiglia Headcovers
Custom knit wool headcovers in Conor's Clubs signature cream, forest green, and burnt orange stripes, made by a small family mill in Donegal. Each headcover features an embroidered crest with 'CC' and a shamrock. Sold individually or as gift sets, they're the finishing touch that makes any vintage bag feel like it belongs to the family.
Sunday Bag Revival
Lightweight canvas and leather pencil bags from the '60s through '90s, meticulously restored with new straps, brass hardware polished, and original logos preserved. Each bag is photographed slung over the shoulder of Conor or one of 'la famiglia' on a misty Irish links course. Perfect for the minimalist golfer who values style and tradition over cart-and-caddy excess.
Heritage Iron Sets
Curated sets of classic forged irons from the golden era of golf—think Hogan Apex, Wilson Staff blades, Mizuno MP series from the '80s and '90s. Each set is hand-selected by Conor himself, cleaned to showroom shine, and photographed against warm, sepia-toned backgrounds reminiscent of old Irish clubhouses. Sold with stories of their provenance and the craftsmen who made them.
The Putter Archive
A rotating collection of iconic putters—Ping Anser originals, Scotty Cameron early models, Wilson 8802s, blade putters with patina that tells decades of stories. Each putter is displayed on reclaimed wood shelves in Instagram posts shot in warm tungsten light, with handwritten index cards noting year, model, and a one-line story about its 'previous life.'