When iconic Australian brand R.M.Williams returned to local ownership, we had the opportunity to reset its whole future and reignite immense levels of pride and love locally. We created a new whole-of-business platform ‘Crafted for Life’ - founded on the simple truth at the heart of the brand: RMs are slowly, lovingly and meticulously crafted by hand for one reason - to last. The brand identity was revisited and refreshed nodding to this new chapter for the brand. Pulling cues from the natural Australian landscape, our new identity alludes to this great brand's past and future at the same time and speaks to the principles of being well crafted.