Peppamint clothing was founded by Personal Trainer and fitness enthusiast Ashleigh James. She wanted to create a line of clothing that had a friendly, cool, and comfortable vibe with her personal stamp on it as on 'on-the-ground' trainer she was passionate about creating the perfect look and feel to go from the gym to coffee with friends.

While she worked on creating the practical and high-quality garments that women were soon to fall in love with. I worked on creating an authentic look and feel for her branding. We established the look and feel after developing a branding strategy and then I went to work crafting that into an iconic look such as the big name brands Lululemon and LKSD.

As a part of the process we looked at creating sub-marks that could be used in a variety of ways on the clothing and in social media. The end result is a high-end look and feel that is unique to her brand and recognisable from a distance, so she develops a strong brand identity from launch.