Piñatex brand evolution

Working with the start-up team for Piñatex, the natural leather-alternative made from pineapple leaf fibre, I made significant changes to the brand tone to enhance representation of the product in the rapidly developing sustainability market.
This included:
- Redeveloping the brand identity from a harsh, genericly tech feel to a contemporary, stylish aesthetic.
- Overhauling the website (www.ananas-anam.com) to create a functional resource with accessible information for the brand's varied audiences (developed in collaboration with graphic designer Ben from Jory & Co.).
- Refining and implementing brand communications strategy to reflect company vision and meet needs of varied stakeholders, requiring effective communication with B2B and B2C audiences.
- Created brand assets and content, managed marketing communications, PR and social (organically growing audience 20k+ with no ad spend).
From designing pitch decks and presenting on behalf of the founder at events to engaging with designers and consumers through social channels, I owned public communications for this brand and actioned significant change.

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Claire Mueller
Purpose-led Brand Comms + Still Life Creative