Peep
Client
Peep
Location
Brighton, UK
Year
2024
Credits
Images courtesy of Unsplash
Info
Fashion startup specialising in premium, design-led eyewear, founded in Brighton.
I built Peep as a personal creative venture, a chance to explore what a genuinely characterful eyewear brand could look like in a market dominated by safe, predictable design.
The challenge was a familiar one with a sharp edge; how do you build something distinctive in a category that is both saturated and design-literate? The answer was to stop competing on category terms entirely. Rather than chasing the established names, Peep was built around a single clear idea, putting the buyer at the centre of the experience "Sunglasses, Your Way".
That idea shaped everything. A retro-modern visual language blended nostalgia with a confident contemporary edge. But the detail I'm most proud of is the sub-brand system: each eyewear style was developed as its own cohesive identity, with a distinct colour palette, logotype, packaging and pattern language, while remaining clearly connected to the parent brand. Variety and personality at product level, without losing overall coherence.
I led the project end-to-end across brand identity, packaging, campaign development and art direction, extending across physical and digital touchpoints including large-scale OOH.
