The Letterfettler


The Letterfettler is a new Pembrokeshire-based startup company that produces and sells ornamental wooden letters. As it was a brand new company they needed a complete corporate identity package that reflected the unique and quirky outlook of the company, and an e-commerce website to enable them to sell their wooden letters directly to customers was also essential.



This was a unique opportunity to brand the company from scratch, and with the client being open to any ideas that were put forward it was a very creative process. The resulting brand retained an element of the hand-made aesthetic to echo the DIY values of the company, and with the e-commerce website being built on the WordPress platform meant that the setup time and overheads were kept to a minimum – vital for any young startup business.


  • branding
  • logo design
  • custom lettering
  • e-commerce
  • web design
  • web development
  • HTML5 / CSS3
  • content management system
  • WordPress





The products are wrapped in brown paper when sold (which is where the influence for the website background design came from), so with this in mind the main logo was made into a rubber stamp to provide a cost-effective way of branding the packaging. The stamp can also be used to brand the products themselves, along with any company stationery such as business cards, complements slips and letterheads.

letterfettler-brand letterfettler-brand-2

Concept Sketches

The clients initial thought was that the logo should include a heraldic shield, a banner and also that the logo should incorporate a portrait of a woman to represent the founder. With numerous suggestions on the table, a meeting was held to discuss the final elements of the logo, and after discussing a couple of concepts it was decided that the portrait would over-complicate the brand and so was omitted from the final logo design.



Logo Design

It was also suggested that due to the complexity of the main logo that there could be a secondary logo to be used in instances were the logo need to be dramatically reduced in size. This would ensure that the logo would still be legible at a smaller scale.

The secondary logo made use of an ambigram that had been previously presented, which means that it can be read when upside down. This is highly advantageous with regard to packaging and labelling products. The ‘LF’ part of the ambigram was also used in the main logo to maintain brand recognition.


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