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.