Claire Mueller
creative, strategy & content for innovative start-ups & evolving brands


Piñatex® by Ananas Anam startup brand communications


startup brand communications transformation & PR

Screen Shot 2018-06-15 at 10.27.08 AM.png

Pinatex® by Ananas Anam

I worked with London-based sustainable materials startup Ananas Anam over a period of 18 months to transform brand communications and PR across multiple channels. During this time I developed and implemented a new communications strategy for innovative textile Piñatex®, helping the company manage channel priorities, define its position in market and reach business goals through a significant stage of start up growth.

This included defining brand language and visual identity, creating and commissioning brand assets and leading communications, PR, crisis management, events, social media and content marketing for both B2B and B2C audiences. I worked with Jory&Co to create a new website to deliver an elevated experience for the widely varied audience, streamlining sales and education processes.

With need to educate a diverse audience and a minimal budget we focused on fostering brand advocacy and engagement through brand storytelling and social media engagement, leveraging partnerships and earned media opportunities to enhance brand presence in relevant markets.

Piñatex_pineapple plantation-J.Maentz-Sep17.jpg

During this time Piñatex® was worn by Livia Firth to the Met Gala, selected by Kevin McCloud as a Grand Designs ‘Green Hero’, featured in events including London Design Week, Heimtextil, New Scientist Live, used by designers around the world and achieved significant organic growth across owned channels.



  • Brand Communications Strategy

  • PR

  • Creative Content

  • Social Media

  • Growth Marketing

Livia Firth Pinatex dress at Met Gala.png
Pinatex at Copenhagen Fashion Summit.png

Explore other projects:

FeedUp | The Marshmallow Co. | Run Your Style