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.
Peep is a contemporary eyewear brand created to compete with established global names in a highly saturated and design-literate market. The challenge was to build a distinctive brand identity and campaign concept that could cut through category conventions while remaining approachable, expressive, and consumer-led.
The brand was built around the idea of putting the buyer at the centre of the experience. The tagline, Sunglasses, your way, established a clear point of view, framing the brand around customisation, individuality, and self-expression. A retro-modern sensibility informed the visual language, blending nostalgic references with a confident, contemporary edge.
Beyond the core Peep identity, each eyewear style was developed as its own cohesive sub-brand. Every range featured a distinct colour palette, logotype, packaging system, and pattern language, while remaining clearly connected to the parent brand. This modular approach allowed for variety and personality at product level, without compromising overall brand coherence.
I led the design end-to-end as the primary designer, contributing across brand identity, packaging, and campaign development, while also assisting in art direction and photography. The work extended across physical and digital touchpoints, including large-scale OOH marketing assets, ensuring consistency and impact across all brand expressions.
