The Senne Arms
NAAFI is transforming its pubs and hospitality sites, giving each venue a unique identity that connects it to both its location and the Armed Forces community they serve. The Senne Arms in Germany was the first to receive this new treatment and this project was produced during my role as Social & Creative Lead at NAAFI.
For this branding, I created a distinct visual identity that helps serving personnel in Sennelager feel at home. This project went beyond simple design; it was about building a sense of place and belonging for those that need it the most.
Working with a custom line drawing designed by Concorde BGW Group, I developed a complete brand identity for The Senne Arms. This included a unique colour palette that separates the pub from NAAFI's corporate branding, allowing it to stand out from the crowd. A shade of Army green was adopted to link the pub to its surroundings - Sennelager is the base of the British Army in Germany.
To further connect with its location, I chose German-inspired typeface Neue Kabel. This font is used in various weights for headings and paragraphs, adding depth and visual interest to every piece of artwork. Old-style German patterns are also used to further engage the artwork.
The new identity was applied across a wide range of applications, ensuring a cohesive look and feel wherever the pubs branding is viewed. This included everything from low-level details like push and pull signs to large-scale internal and external signage.
The brand is flexible and was also adapted for digital platforms, including a suite for Vita Mojo order kiosks and digital screens and social media templates to promote events and showcase special offers. The result is a welcoming and engaging environment that feels uniquely tailored to the pub's surroundings.
Discipline Graphic Design, Art Direction, Branding, Identity, Digital, Social
Created for NAAFI