Lancaster-based creative agency Hotfoot Design has unveiled a new brand identity and website for one of the UK’s most cherished cultural attractions.
Located in the heart of the Lake District, The World of Beatrix Potter has welcomed millions of visitors since it opened in 1991 to mark the 125th anniversary of Beatrix Potter’s birth. Now, over 30 years on, Hotfoot was brought on board to lead a major brand and digital transformation designed to honour the attraction’s heritage while engaging a new generation of fans.
The agency collaborated closely with the in-house team and Penguin Ventures, which manages global licensing for Peter Rabbit, to deliver a full visual refresh, from identity to digital experience. The result is a brand that blends nostalgia with modern storytelling, offering intuitive navigation, richer content, and integrated ticketing functionality on a newly built website.
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Hotfoot also created a distinctive sub-brand for the newly opened Peter Rabbit Café, and rolled out updated wayfinding and supporting materials to ensure a cohesive visitor experience throughout the attraction.
“It’s been a privilege to work on such a well-loved brand and to help bring the magic of Beatrix Potter’s world to life through thoughtful design,” said Becky Sewell, Creative Lead at Hotfoot. “Every element has been crafted to inspire curiosity and delight among visitors of all ages.”
Sarah Melhuish, Marketing Manager at the attraction, added: “Our fresh new look marks an exciting new chapter… the rebrand reflects how we’ve grown over the past three decades, and celebrates our connection with the lovable Peter Rabbit character and the formidable Beatrix Potter.”
Hotfoot’s latest work adds to a growing portfolio in the hospitality, leisure and place marketing sectors, with recent clients including Visit Lancaster and Morecambe Bay, Ullswater Steamers, and Windermere Jetty.
