Hotfoot Design unveils new brand identity and website for The World of Beatrix Potter Attraction

Hotfoot Design, the multi-award-winning creative and digital agency based in Lancaster, has launched a new brand identity and website for The World of Beatrix Potter, one of the UK’s most beloved visitor attractions.

Located in the heart of the Lake District, The World of Beatrix Potter welcomes visitors from around the globe to celebrate the life and works of the iconic author.

The attraction first opened in 1991, commemorating the 125th anniversary of Beatrix Potter’s birth, and was officially inaugurated by the late Victoria Wood.

Hotfoot was appointed to lead a comprehensive refresh of the attraction’s visual identity and digital presence.

Working in close collaboration with the in-house team at The World of Beatrix Potter and with input from Penguin Ventures, which manages the global licensing rights to Peter Rabbit, the agency reimagined the brand for a new generation of visitors while honouring its rich heritage.

As part of the project, Hotfoot also designed and developed a new website featuring enhanced storytelling, intuitive navigation, and integrated ticketing functionality to improve the user experience for guests planning their visit.

In addition, Hotfoot created a sub-brand for the newly launched Peter Rabbit Café, along with updated wayfinding and supporting materials to ensure consistency across the full visitor journey.

Hotfoot is now working with the team at The World of Beatrix Potter on a series of exciting new projects set to launch later this year, further enhancing the experience for visitors.

Becky Sewell, creative lead at Hotfoot Design, said: “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. From the refreshed identity to the new digital experience, every element has been crafted to inspire curiosity and delight among visitors of all ages.”

Sarah Melhuish, marketing manager at The World of Beatrix Potter Attraction, said: “Our fresh new look marks an exciting new chapter for the attraction. It’s about more than just a new visual identity and website - 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 have been fantastic to work with from start to finish. We’re absolutely thrilled with our new identity - it’s already delighting visitors, and we know it will continue to do so for years to come.”

This latest collaboration builds on Hotfoot’s growing portfolio in the hospitality, leisure, and place marketing sectors, which includes clients such as Visit Lancaster and Morecambe Bay, Cincinnati Shakespeare Company, Ullswater Steamers, Ravenglass & Eskdale Steam Railway, The Dukes, and Windermere Jetty.