Bandit Design Group turns up the heat on boutique fitness with Peaches

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.”