Petal & Pup is using a new global brand identity to connect its Brisbane roots with a fast growing international audience, leaning into an Aussie Born. Loved Everywhere message backed by women led creative.

New Identity, Same Aussie Spirit

The rebrand rolls out through an evergreen campaign that invites women to see themselves in Petal & Pup’s carefree Australian spirit, dressing up, celebrating small moments, and leaning into connection. Shot entirely in Australia, the visuals centre on native florals, especially the Protea, and warm, optimistic scenes that ground the brand firmly in its home landscape even as it scales abroad.

Tagline, Logo, and Palette Refresh

At the core of the shift is a new tagline, Aussie Born. Loved Everywhere, paired with a refined logo, updated colour palette, and evolved visual language that is softer, more nature inspired, and more premium. President Victoria Estella Perry says, “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… 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.”