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NAAFI
Established in 1921, NAAFI is the retail, leisure and catering organisation of the British Armed forces. Today, it operates over 500 stores and entertainment facilities in 17 countries worldwide, supporting more than 230,000 service personnel and their families.
Once a well-respected and much-loved part of military life, NAAFI had gradually fallen into decline, becoming synonymous with poor quality.Our challenge was to revitalise the NAAFI brand and its tired retail, leisure and communal environments, helping re-establish its once great reputation as a social destination at the hub of the community and a home from home, and build on its potential to improve morale, welfare, and recruitment and retention for troops and their families.
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An illustrious start
NAAFI came to prominence during World War II, when it quickly established itself as a vital and much-loved part of the war effort. But by 2003 the name NAAFI had become a byword for ‘bad’. Expressions such as ‘You’re as dim as a NAAFI candle’ became commonplace as its reputation plummeted.
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Anchoring the logo
We began by simplifying and protecting the existing mark, creating a distinctive brand language to support it.
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Friendly and approachable
Life in the armed forces is physically and mentally tough. A playful, relaxed brand personality, including hand -drawn icons, provide a welcome break from the strict and formal routine of life on base.
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A clearly defined visual structure
Complex retail environments need to be clearly communicated, we developed a complete structure for all in-store information and signage.
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Fresh bread?
Individual departments were clearly defined and signage used as an integral feature.
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A flexible system
Sales and promotional messages are impactful and engaging, yet still clearly part of the NAAFI language.
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A visual and verbal personality
Any good brand speaks in one clear voice, from the written language and graphic system, to the fixtures, finishes and uniforms. We created a seamless, 360° experience, across all customer and staff touch points.
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Creating a social space…
From space planning and customer flow principles, we remodelled NAAFI’s superstore, department store retail and social environments and exteriors from the ground up in order to develop NAAFI as the focus of life and the community on the base.
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Welcome to NAAFI
Retail spaces were designed to take the best of the British high street, but delivered in a uniquely NAAFI way — providing troops with a much-needed taste of home.
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All under one roof
From fresh groceries and beverages, to homeware, white goods, clothing and toys, the new NAAFI language of materials, finishes and graphics created a unified retail experience.
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A community hub
As well as retail environments, we redefined the social and food offer within NAAFI stores. Creating an essential space for relaxation, socialising and escapism for both the troops and their families, making them feel at home wherever they are.
