The Background
This is one of those projects that genuinely lit up the studio. RNRMC is the principal charity of the Royal Navy, providing vital support to serving personnel, veterans and their families. Off the back of our work together on Race Across the UK, they came back to us with something completely different — and completely brilliant.
The Upcycled Range is a unique collection of accessories, handcrafted by Pablo the Sail Maker from decommissioned Royal Navy life rafts and life-saving equipment. Materials that would otherwise end up in landfill, transformed into high-quality, practical products with a story worth telling.
The Brief
The range had already made a real splash through the RNRMC website and at events. With an exciting opportunity as charity of the year at the Southampton Boat Show on the horizon, the team wanted to take it to the next level. Our brief was to create a new name and brand identity for the range.
The Work
We started with the name. Our focus went straight to what makes these products genuinely unlike anything else — the combination of decommissioned Navy life-craft and the cause they support. The moment we presented our shortlist, the winner was obvious: Pre/Served.
It earns its place on every level. A nod to the life preservers reinvented from their previous service. A reference to preserving materials from landfill. And a direct link back to the people the charity exists to support — those who serve.
With the name and strapline locked, we built the brand look and feel around the products themselves — the tactile textures, the bold and distinctive colours of Royal Navy life-craft — while keeping it firmly rooted in the wider RNRMC brand.
We wrapped everything up in a tight, well-crafted Brand Book, giving the in-house team everything they need to roll the new identity out confidently across all channels.