When the iconic Australian brand R.M. Williams returned to local ownership, we seized the chance to redefine its future and rekindle national pride and affection. We introduced a whole-of-business platform, Crafted for Life, rooted in the core truth of the brand: each pair of RMs is meticulously and lovingly handmade to stand the test of time. The refreshed brand identity honors this legacy, drawing inspiration from Australia’s natural landscapes. This new identity bridges the brand’s heritage and its future, embodying timeless craftsmanship and enduring quality.
