The Broadway Theatre was staging the play The Royal Duchess Superstore which tells the story of Terry, recently returned to East London following a long stretch in prison, highlighting the changes that have taken place in his local area and Terry’s struggles to cope with his new environment, typified by the fate of his favourite pub, the Royal Duchess, which has become a corner shop.

We were asked to design a typographic title that captured the conflict between the old and new east end. We achieved this by the superimposition of the neon sign on the classic Victorian pub lettering to show how handcrafted signage is now superseded by contemporary technology.