Atlantic Dispatch is a new venture from Lowtide’s founder and a former client: U.S. fulfilment for U.K. brands. We took the brand from a blank page to a full identity and messaging system in one week.
Year:
2026
Scope:
Brand identity, messaging
Timeline:
1 week
Type:
New venture
The Brief
Atlantic Dispatch grew out of our work with multiple U.K. e-commerce brands. It was founded by Andrew Peter, who runs Lowtide, and a former Lowtide client who has since sold and exited the brand we helped grow. Both founders have run brands and have the goal of bringing U.K. brands to the U.S. in the way that works best for them, and to treat each one with intention and care. We started with the look and feel, then moved to the message. One week later we had everything we needed to start on the rest.
The Idea
We took inspiration from older styles: heraldic animals and vintage postmarks. Then we gave them movement, so an old idea feels like a modern logistics business.
The griffin: an eagle for the U.S. and a lion for the U.K., joined in one animal. It is drawn in the style of heraldic lions, and it says what the business does without a word The angles: the mark is sharp and angular on purpose, symbolizing speed and movement The postmark: the full logo is influenced by vintage postmarks. It brings the pieces together and gives the brand a more literal feel The single L: the U.S. writes “fulfillment” and the U.K. writes “fulfilment”. We are speaking to U.K. founders, so the brand spells it their way
The Build
The system covers the full postmark, the wordmark, the emblem and the griffin icon. Alongside it sit the mission and the principles the business runs on: think like the founder, treat every brand as our own, keep our word. It is everything we need to get started on everything else. The website is next.
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