Having around 8 million artefacts to be inspired by is a wonderful design problem to have. The British Museum needed a consumer product style guide that reflected the Museum as a whole rather than one with a narrow focus on individual exhibit, period or style. The strap line ‘a museum of the world, for the world’ inspired our solution to focus on the ‘human made and crafted’ element of the Museum. The function of objects regardless of their period or culture of origin were used to directly inform the design and development of concept product ranges grouped by retail category.