Organisation type
Charity/third sector
Sector
Service
Modernising branding was essential for NAAFI. While the organisation held strong affection among veterans, its dated identity no longer reflected the breadth of services it now provides or its ambition to reach new audiences in the UK.With plans to scale and diversify, NAAFI asked Barley to refresh its decades-old logo and develop an engaging, contemporary brand capable of appealing both to its long-standing community and to a wider public. Our brief was to deliver a modern brand rooted in heritage, supporting future growth and strengthening relevance across multiple audiences.
We began with a deep immersion phase, interviewing stakeholders across NAAFI and running focused brand workshops. These conversations revealed how significantly the organisation’s role had evolved—and how charity brand development needed to reflect that shift.
NAAFI wanted to reach a broader mix of B2B and B2C audiences: not only veterans and serving personnel, but also members of the public with a connection to, or interest in, the Armed Forces. The brand therefore needed to feel fresh and engaging for younger audiences while holding onto the heritage that loyal supporters value.Drawing on our insights, we defined NAAFI’s brand foundations, including brand story, messaging, tone of voice and a strategically grounded design brief. We reviewed the existing brand architecture, mapped audience needs and set clear brand pillars to guide visual and verbal decisions. We also explored sector examples to inform how sub-brands could be structured for clarity and growth.
The rebrand delivers a modern, confident identity that honours NAAFI’s history while supporting its ambitions for the future.
We developed new brand architecture, comprehensive messaging guidelines and a refreshed visual identity. The new logo carries meaningful details including Union Jack elements, military-inspired chevrons and a custom typeface—balancing heritage with contemporary design.
To support public engagement, we created flexible graphic systems and consumer-focused brand assets. We also designed and built a new website, strengthened social media presence and provided ongoing communications and design counsel.NAAFI now has a cohesive, scalable brand positioned for growth and equipped to engage new audiences.
Want to chat?
Feel free to contact our team.
