Naafi, which has supplied tea bags and foodstuffs to military personnel and their families since 1921, has updated its visual identity for the first time since 1989.
Introduction of the new identity coincides with the announcement that convenience retailer Spar is to take over the operation of Naafi’s 200 UK stores.
The retail changes mean that although the new identity, created by Jarvis White Design, will be displayed on store facias, it will be given less prominence than the Spar logo also used. The Naafi identity will feature on stationery.
Jarvis White won the work after a credentials presentation. It had previously carried out design work for a relaunch of Naafi’s Select Catalogue, and is working with Spar on implementation of the new identity.
Further work is expected elsewhere in Naafi. Its string of clubs and bars for servicemen and women are likely to be rebranded.