Blue Otter Wines


This is a rebranding project for Blue Otter Wines, an independent wine merchant in the heart of Hitchin, Hertfordshire. They sell a hand-picked selection of wines, both fine and rare, as well as spirits and beers. Their original branding fell short of the premium quality of their niche market, looking instead more like a discounter store. Our job was to design a new look and feel for the whole shop, repositioning the brand to better reflect the unique character of this truly individual store.

Website Rebranding

About Us Page

Sketch of Otter Character

Final Illustration

Shop Signage

Logo on Front Of Shop

A Frame Board

New Branding in Interior


The first step in the rebranding process was to describe in words how the final brand must look. We wanted a vintage, classical feel that was quirky and bold. Something quintessentially English with bags of character. Paul, the client, said he quite liked the American Horror Story title, so (for the logo) we looked at fonts with slightly Art Nouveau leanings. For our otter, we took inspiration from E.H. Shepard’s drawings for The Wind In The Willows. So there we have it: Wind In The Willows met American Horror Story and the Blue Otter Wines brand was born!


It was imperative the website continue our bespoke vintage style and didn’t end up like a characterless templated site. Retaining distinctive textures and fonts, whilst keeping download speeds to a minimum was a challenge, but one we overcame. We built the site in WordPress with a WordPress blog, so it is easy for the client to update and manage themselves. However, the design of the site remains bespoke and individual with attention to detail, making it both recognisable and memorable. It is also a responsive website, meaning it works on any screen size: mobile, tablet and desktop. You can read more about our website services here or feel free to contact us for a chat.


As well as building the website, we re-designed the store signage and interior. The make-over is underway, follow our progress here!  If you are a small business and have rebranding on your mind, please contact us for a chat. We are always happy to discuss projects and find ways to help our clients

Project Completed February 2014