NAAFI (Navy, Army and Air Force Institutes) is the Ministry of Defence’s in-house provider for catering, retail, leisure and soft facilities management services. Their role is to ‘serve the services’, supporting UK Forces communities by improving their quality of life at home and abroad. As a not-for-profit organisation, all NAAFI’s surpluses go back into supporting UK Armed Forces communities around the globe.
The project
Together with Barley, the brief was to update and refresh NAAFI’s decades-old logo and create a new and engaging brand that would support the continuation of its important work. NAAFI needed to rebrand to capture both B2B and B2C audiences, not just veterans and acting service personnel who might be interested in their services but also anyone with an emotional attachment to the Armed Forces, including the public. The new logo oozes with meaning – including Union Jack detailing, military-inspired chevrons and a customised typeface. Amy also built in flexible graphic devices and created consumer specific branding materials for outlets such as NAAFI cafes and merchandise.
