Naafi store designs become part of The Big Picture

Bristol-based design group The Big Picture has been appointed to revamp retail graphics across more than 50 of armed forces retailer Navy Army and Air Force Institutes’ international shops.

The work will encompass signage, in-store graphics and point-of-sale material across retail formats ranging from small ‘convenience-style’ stores to large superstores, says The Big Picture director Mike Hall. The group will also create style guidelines.

The work comes as the organisation realises that ‘its shopping experience needs to be improved’, adds Hall.

‘Stores have grown organically and are a bit of a mess and customers are going elsewhere. We’re looking to inform shoppers in a more lifestyle-led way,’ he says.

The group was appointed following a competitive creative pitch against undisclosed rivals in February. The work will launch in May.

The Naafi provides retail and leisure services to members of the British Forces and their families. The not-for-profit organisation has an annual turnover of £232m and employs 4000 staff.