National Army Museum

This bespoke typographic design for the National Army Museum gift shop, features Army Slang and is available on tea towels, mugs, cards, coasters, cushions, an apron and oven mitt in army green and beans orange.

Victoria was approached by the National Army Museum during their £23.75 million redevelopment of the Chelsea site, ahead of its reopening on 30th March 2017. The new brand reflects a stronger and more focused identity and has been created to increase the National Army Museum’s presence in the marketplace.

Victoria spent time researching areas of interest in the museum and found army slang (like Cockney Rhyming Slang) to be fun and playful, and of public interest. Many of the phrases are still used in everyday conversation such as 'clobber' meaning clothes/equipment, and the design includes a translation along with bold imagery. 

All of the products are made in Britain and are available exclusively in the National Army Museum Gift Shop.