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TLDWP: take a walk on the wild side…

As it’s a new year, I’ve decided to write a post focused on the revitalisation of a brand, and a visitor attraction.  This particular visitor attraction is the only wildlife park in the north of Cumbria, The Lake District Wildlife Park – formerly known as Trotters World of Animals.

TrottersWhen I first met the Trotters’ team back in 2012, their identity was confused and a little flat.  Unsure of their own brand, there was little consistency as they tried to move away from an outdated logo without a clear direction.

After an initial trip around the park, I was intrigued by it’s rustic charm and felt it was a lot more ‘rough and ready’ with it’s interactivity rather than the clean, corporate feel that had been developed to move away from the original logo.  All in all, it was missing it’s mark and visitor’s were confused what to expect when they arrived.

A0 Final Poster reference imageFrom this, we developed a more natural, textured brand identity, retaining some colour elements from previous, but moving the brand onto a ‘get involved, get stuck in, get outdoors’ style which fitted more with the park, the location, and the tourism we receive in the beautiful Lake District.  We designed a new map using real grass textures, and focused marketing material on the stars of the show – the animals – in posters, and flyers.  This style of branding was much more immersive and reflected the time before a completely new brand could be developed.

  • Celebrating its 20th anniversary this year, Trotters World of Animals decided to embark on a rebrand to become the Lake District Wildlife Park, representing the transition from its early days as a farm park.  The rebrand of the park came in 2013, with a new name and a new direction – appealing to a more discerning older audience whilst not alienating much younger visitors.  We wanted to make the park more vibrant but not childlike – a focus on education, conservation, and interaction.

As with all rebrands, we started with a selection of initial logo concepts – all showing a different direction into which we could develop a brand identity.


From this, we developed a colour study, a suite and took the concepts to their completion.  The brand is vibrant yet the use of secondary colours and shades rather than primary tones appeals to an older audience than primary school age, whilst not alienating them.  The combination of script and serifed fonts gives the feeling of a professional body with a friendly approachable aspect.  We have also highlighted some of the main animal attractions throughout the logo which have then acted as icons to be carried through to other branding elements.

1The complete brand overhaul involved numerous elements, including logo design, web redesign, map redesign, promotional flyers, leaflets, posters, banners, and adverts for both print and digital.  The web design was completed with the coding help of Colour Media whilst all marketing materials were developed with Tracey Errington of Market Sense.


We really enjoyed working with the Park, and did so in the following areas:

  • Complete rebrand including logo design and brand identity
  • Web Redesign & Graphics
  • Various poster designs
  • The park map
  • Promotional Flyers & Leaflets
  • Adverts for print & digital

If you would like to visit the park, please go to

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