Petal and Pup delivers fresh campaign by women for women
An out-of-home asset for Petal and Pup's latest campaign
Women’s fashion retailer Petal and Pup (P&P) has released a global campaign to celebrate its heritage and launch its new brand identity.
The Brisbane-born company’s platform is designed to be evergreen. Shot in Australia, it pays tribute to P&P’s roots through nature-inspired visuals (particularly in the use of its signature flower Protea), and “joyful, optimistic storytelling”.
The campaign also introduces a new tagline, “Aussie Born. Loved Everywhere”, along with a fresh colour palette, a refined logo, and “evolved visual language”.
Altogether, P&P’s new platform and identity is meant to tap into a shared community among women, one that finds joy in connection, dressing up, and the beauty in life’s small and big moments. It is also meant to reinforce the brand’s growing international presence, while highlighting its origins.
“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,” Victoria Estella Perry, P&P’s brand president, said in a media release. “While the campaign is rooted in where we began, its message is universal.”
P&P invested in an all-women team to create the campaign, including production teams, creatives and models.
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An all-women team brought the campaign to life
The team’s make-up was vital for developing an inherently relevant platform for its customers.
In a comment sent to Mumbrella, Perry explained having a team made entirely of women gave everyone a shared perspective that led to greater thinking and authenticity.
“It was an all-female team behind this campaign, which gave us a really instinctive understanding of our customer. We approached the creative through the lens of how women want to feel in their clothes — confident, comfortable and truly seen,” Perry said.
“We heroed Australian florals, including the Protea as a key visual symbol, and focused on joy and optimism through the mood and styling. It felt like a natural extension of both our Australian roots and our community.
“Having that shared perspective in the room led to more thoughtful decisions and a campaign that feels authentic and genuinely reflective of the women we design for.”
The campaign went live on February 9 in Australia via out-of-home media, and is scheduled for a March 2 launch in the United States.
In November last year, P&P collaborated with brand activation agency Curious Nation, to host an activation to bring the brand’s digital stock into the real world.
The activation was set up at Bondi Beach in Sydney.
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