The challenge for this brand was to embody the concept of a chieftain in a war-like posture with a sports-like aesthetic.

A Chief had the rank of royalty and the smaller and more minor clans were headed by Chieftains. Under Brehon Law the leaders of Irish tribes were selected by their kinsmen as guardians of the clan and were liable for supporting and defending their tribe and its property. The clan system formed the basis of society up to the 17th century. We visualised this idea of a chief for the clubs and societies in Limerick.