Peep Sunglasses

Peep is a sunglasses brand built for Gen Z buyers who want to express themselves without choosing between thrift-store chaos, fast-fashion guilt, or luxury price tags. I led the brand strategy, identity design and rollout, creating a responsive logo system inspired by eye shapes & gender neutrality, opening Peep to a wide audience. The logo works across all brand touch points in a flexible way. The verbal idea “Sunglasses your way” became the core of the brand, turning each wearer into part of the story. The final identity helped Peep launch their first collection with a bold, recognisable system designed to scale as the business grows.