Bandit Design Group turns up the heat on boutique fitness with Peaches — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Peaches is one of the Australian east coast’s most recognisable boutique fitness brands, with a cult following built around feel-good movement, confidence and community. From signature mat Pilates to run clubs, Peaches has grown into a lifestyle brand that extends beyond the studio. “The essence of our brand was so potent on the ground and somewhat online, but face value points like our website, our colour palette and our assets were simply not hitting the mark – they did an injustice to our culture,” explains Founder & Creative Director Tori Clapham.

With more than 13 locations, ever-growing through franchise agreements, Clapham approached Bandit Design Group to rethink the Peaches brand from the ground up. The culture, loyalty and personality were already there; the identity just needed to catch up. “We wanted a refresh of our visual identity and a website that absolutely SLAPS,” Clapham tells us. “Something that feels like a disruptor in the industry. Peaches is all about moving away from the black and white, sterile, precision-led, clean look of the fitness and wellness space and leaning into fun, retro flare – with a tongue-in-cheek vibe and a big dose of creativity and unapologetic uniqueness.”

For Bandit, this meant going beyond a visual refresh to create a complete brand overhaul. The studio sharpened Peaches’ positioning, unified its visual and verbal identity, and developed a flexible system for its growing range of fitness offerings. Everything Peaches offers sits under the one name, with no sub-brands. “What makes Peaches unique has always been the community it creates, regardless of whether someone arrives for a mat class, joins a run club, trains online through the strength programme or opens the app for a recipe,” explains Bandit’s Senior Designer Nina Szewczyk. “By repositioning Peaches as a lifestyle brand, mat Pilates remains the heartbeat of the business, while simultaneously allowing every other offering to become a natural extension of the same world.”

The retro graphic language draws on baseball-card frames, fruit stickers and synthwave patterns. “Rather than referencing one specific era, we pulled from a broader visual memory of growing up on Australia’s east coast in the 80s and 90s,” Design Director Ash Stewart tells us. “Corner shops, collectable cards, sun-faded signage and the optimism of 80s and 90s pop culture served as inspiration for a suite of assets connected by the same feeling of nostalgia. It was less about faithfully referencing a moment in time, and more about tapping into a collective memory and feeling.”

The existing wordmark was refined rather than reinvented. “We were open to totally redoing the logo, but in the end Bandit pushed for a ‘polish’ of our logo that is now hand-drawn and far more juicy,” Clapham reveals. Bandit leaned into the equity Peaches had already built, refining every curve, proportion and terminal to give it greater presence while retaining recognition. “The goal was for people to feel the difference before consciously noticing it,” Stewart continues.

Typography plays a similarly expressive role. Canada Type’s Clarendon brings the personality – a slab serif for moments that need warmth and recognition. Frama turns up the volume where impact is needed, and the clean Unica77 plays the functional role. “Every touchpoint has one dominant voice and one supporting voice, so even when two typefaces meet on the same surface, they feel collaborative rather than competitive,” explains Szewczyk.

The colour palette doesn’t whisper wellness – it shouts ready to burn. Juicy peach, electric pink and cherry red bring the heat, balanced by thirst-quenching blues, black and warm neutrals. Together, they give the palette enough range to shift between high-energy and more tonal moments.

That flexibility is particularly important across Peaches’ growing studio network. “Every Peaches studio has its own personality, from exposed brick in heritage buildings to contemporary spaces with floor-to-ceiling windows,” Szewczyk adds. Rather than applying every brand asset consistently, Bandit created a system that could respond to its surroundings. “The core brand elements were carefully defined to ensure each Peaches location feels unmistakably unified. The flexibility comes through how they’re applied,” Stewart notes.

Alongside the visual overhaul, Bandit developed a verbal identity that gives the brand its attitude beyond the graphics. Rather than falling into the familiar, soft language of wellness, the tone is confident, energetic and cheeky. “The visual identity creates instant recognition, but the verbal identity creates an emotional response,” notes Stewart. “The copy gives the brand its unmistakable attitude and makes people feel like they’re already part of the club.”

For Clapham, that feeling is what ultimately made the rebrand successful. “The absolute BEST part about this brand refresh, rebrand, glow up, makeover – however you want to word it – is that it truly feels MORE AUTHENTIC than our old creative.” Together, the visual and verbal systems create a brand built to grow while staying true to the culture that made Peaches special in the first place. The result is a bold, culturally connected lifestyle brand with movement at its heart – and a system built to take that feeling anywhere.