Australian brand Petal & Pup debuts new brand identity amidst global push

Australian women_s apparel brand Petal & Pup has officially launched its new_ evolved brand identity as it aims to strengthen its global growth opportunities.

Founded in Queensland_ Australia_ in 2014_ the online brand is known for its feminine styles that are designed for all of life_s occasions. The new brand identity_ which debuted in a global evergreen campaign across Australia and the United States_ is deeply connected to the brand_s “carefree Australian spirit” and underlines the beauty of all of the big and little moments in daily life.

The global campaign further marks a new chapter for the brand_ underscoring its confidence_ longevity_ and expanding presence. In line with Petal & Pup_s women-first approach_ the entire campaign was created by women.

"As we continue to grow globally_ this campaign signals our long-term vision_ confidence_ and belief in building a brand that feels warm_ emotive_ and deeply connected to its community_" said Victoria Estella Perry_ President of Petal & Pup_ in a statement. "Petal & Pup was born in Australia_ and while the campaign is rooted in where we began_ its message is universal. It celebrates togetherness_ femininity_ and the shared joy of dressing for life's moments with women everywhere."

Filmed in Australia_ the campaign celebrates Petal & Pup_s heritage through storytelling and nature-inspired imagery_ featuring native florals like the brand_s signature protea. It also introduces the new tagline_ “Aussie Born. Loved Everywhere_” next to a refined logo_ updated color palette_ and evolved visual identity that all signal the brand_s next phase of growth. This growth is further supported by retail partnerships in the US with Nordstrom and David Jones.