Roald Dahl’s work comes to life at themed museum

A £4m Roald Dahl Museum and Story centre is to open in March next year, with identity and graphics by Carrow Design and Annabel Clements and exhibition design by Bremner & Orr.

Based in a Grade II-listed coaching inn in Dahl’s home village of Great Missenden, the museum will feature biographical galleries, a hands-on story studio, temporary exhibits, flexible spaces for activities and education workshops, a café and a self-contained flat for a writer-in-residence.

The identity, which features illustrations by Quentin Blake, rolls out from this month across fundraising literature, advertising, stationery and signage. Carrow Design and Clements are also working collaboratively with Bremner & Orr on exhibition graphics.

Carrow Design creative director Peter Carrow says the consultancy was briefed to create an identity that was flexible enough to encompass ‘both serious and fun elements’, which enables the museum to target adults, children and corporate markets effectively for fundraising.

The result is a ‘golden ticket’ marque – referencing Dahl’s Charlie and the Chocolate Factory novel – which can be combined with any of 11 new Blake illustrations.

‘The ticket references the literary elements of the brand and can stand alone or be brought to life with the Blake illustrations,’ explains Carrow.

Tone of voice is light and child-like and ‘in the spirit of Dahl’, he adds, with house rules like ‘If you are biffsquiggled please ask the OompaLoompa for help’.

Exhibition design is in its early stages, but according to Bremner & Orr director Mick Orr, the group is aiming to create an interactive space that builds children’s interest in reading and writing.