Cool for Cats | Interview with Craig Bendle from The British Museum

“All our creative projects start with the philosophy that licensing is an innovative way to reach new audiences..”""

Concept, character and more: the British Museum’s Craig Bendle joins Skew’s Oliver Dyer, Sara Bignardi and Alexandra Baldwin to discuss bringing a brand to life...

Great to see you Craig. For those unfamiliar with Bastet, how has she become such an important part of the British Museum brand-extension program?

Craig Bendle. Manager, Product Licensing at the British Museum: Thanks Oliver. As you know, Bastet is inspired by the Gayer-Anderson Cat, an ancient Egyptian masterpiece of metal craftsmanship. For many, its elegant form, gold jewellery and elaborate necklace encapsulates the beauty and mystery of Ancient Egypt. We wanted to find a way to tell the many stories of our vast collection to new, younger audiences and had been developing the Bastet character for several years... But then we began working with Alfilo Brands — our licensing partners in China — to extend it into various product categories. That's been a great testing ground to develop the character. It was very well received so we pushed the IP further, developing the character and its story in new directions. That's where Skew came in! We needed to bring together a number of teams, build on what had been done, then develop a Master Style Guide. The IP's positioning is for younger audiences, but with a Gen Z sensibility... Skew focused the art direction, product development and packaging with that in mind.

You have a long-standing relationship with us here at Skew. What qualities do you look to bring to creative projects?

All our creative projects start with the philosophy that licensing is an innovative way to reach new audiences. Our goal is to create new ways of looking at a collection and appeal to audiences in a commercial context. Skew has an extraordinary capacity to bring deep market insights and a full, rich understanding of longer and shorter consumer market trends...

They also have a deep understanding of the Museum and its collection. That potent mix brings fresh, on-point ideas to all our projects, ensuring a collaborative approach and an effective delivery of outputs. Skew is also collaborative in style, so we knew that — for this assignment — they'd work perfectly with our other partners: Alfilo brands and Planarama, our fantastic visual merchandising agency.

You recently briefed us to design a retail experience at the Museum. What was your vision for that?

The vision was to create a vibrant, engaging on-site home for Bastet in the Children’s Shop. This is a crucial retail space situated in the Museum's bustling Great Court. We needed to elevate the space into something new while working with existing fixtures, features and layout. We transformed the space into ‘Bastet's Children’s Book Shop’ by implementing the style-guide work in store, bringing in elements of storytelling and theatre.

And Sara, you've seen many briefs across the industry… What were your creative objectives for the space?

Sara Bignardi, Creative Director, Skew: We wanted the shop to feel like a story. We designed every visual element to tell a little tale and spark curiosity. Playfulness was key — we chose colours, shapes and layouts to feel lively and dynamic, so kids could explore in their own way.

It was also important to connect the shop back to the Museum, creating a natural link between what children see in the galleries and what they find here. Finally, we enjoyed ‘breaking the frame’! Bastet's head pops above panels, hangers interact with signage... Lots of small touches that turn the design into part of the storytelling.

Alex, you helped bring everything to life as part of a group of companies. What characteristics did you want to shine through?

Alexandra Baldwin, Design Project Lead on the British Museum, Skew: Bastet is all about fun! We wanted those little surprises around the shop to capture the cheekiness of the character and make you smile. Like most cats, Bastet doesn't always stick to the rules of where she should and shouldn't go! That's why we wanted to show footprints on the Museum's floor and have the design break the edges of shelves and cupboards...

So Bastet strolls around the Museum at night, interacting with objects and getting up to adventures. We wanted the pop outs to feel a little like she can't be contained. We also worked with Alfilo, art directing lots of illustrations that used costumes and props to make her more vibrant and inviting for kids. She takes them on adventures through history and showcases the breadth of the Museum's artefacts.

Thanks, Alex. And to wrap things up, Craig, what kind of reaction has the space had?

Craig: Firstly, we've had a fantastic reaction from visitors! It's also heartwarming that our retail staff love the transformation. It's elevated our Bastet plush to a best seller, which is fantastic. And, finally, brief fulfilled: we've a created an on-site home for our Bastet!