Brand Identity
Peep creates one of a kind sunglasses for Gen Z, a demographic who love expressing themselves but are stuck choosing between thrift-stores, fast fashion guilt, or high end prices
The challenge was to build a brand that captures the bold, personal & expressive energy of the products & audience of Peep. I built the identity around a three stage responsive logo system that hold the uniqueness of the product.
The eye shapes hint at the eye wear market, hold a tonne of personality, and stays non-specific enough to appeal to Peep’s wide audience. At its simplest form, the P mark becomes a mascot/lettermark hybrid. It is recognisable & playful and works as a stand alone brand asset, boosting brand recall.
The verbal identity is built around the line “Sunglasses your way.” It’s direct, expressive, and speaks straight to the whole point of the brand. I used this line with big, loud, energetic typography, to make sure the message was seen & felt.
From there, I expanded the line into a campaign by swapping out the word “your”, replacing it with the name of whoever is wearing the glasses.
It becomes personal & fun yet more direct. Fluffy the dog comes in to add some humour but also demonstrates that if Fluffy can have sunglasses “their way,” then literally anyone can.
The final identity is a dynamic, energetic, and expressive brand system that mirrors the individuality of Peep’s products and its audience.
