Peep sunglasses

Peep is a sunglasses brand designed for a Gen Z audience, built around individuality and self-expression. I developed a flexible identity system that reflects the personality of the product while scaling across packaging, social, and campaign. THE CHALLENGE The brand needed to feel bold and expressive while appealing to a Gen Z audience that values individuality over fast fashion. It had to stand out in a crowded market without relying on generic, trend-led aesthetics. MY ROLE Developed the brand identity, messaging and visual system from concept through to application across packaging, social, and campaign. THE APPROACH The identity is built around a responsive logo system inspired by eye shapes, allowing the brand to be applied in a versatile manor while remaining recognisable. A simplified “P” mascot-lettermark acts as a standalone asset, creating a distinct and flexible visual identifier. The verbal identity centres on the line “Sunglasses your way”, reinforcing individuality and forming the foundation for campaign messaging. This extends into personalised executions, where messaging adapts to the wearer’s name and style, creating a more engaging, ownable and distinctive brand experience. THE OUTCOME The result is a bold, flexible brand system that effectively communicates the values and individuality of both the product and its audience. Designed to work across packaging, social, and campaign, the identity maintains consistency while allowing for expressive and varied application.