About Peeq
Covid... remember those first few months? For some brands, that quiet time was actually booming business. Everyone was at home, starting to massively renovate their interiors, and that included ordering designer lighting online. With significant European ambitions, DMLights came knocking on our door between two coronavirus waves. A new name and visual identity were needed to prepare their brand for the growing international market with a more brand-driven approach.
The soul
Lighting is so decisive at home, yet so challenging. There's a lot available, in a thousand styles and price ranges. In physical stores, the selection is often minimal, while online, it can be such an uninspiring mess that you quickly lose overview.
"Peeq sheds light in the darkness." That's the brand essence we laid on the table. They make it a reality with an incredibly wide range that is still manageable. The brand helps to see the forest for the trees with a clear view. Peeq aims to be the largest and most impressive forest, where you always discover something new but never get lost.
The voice
The name 'peeq' evokes curiosity: there is always something to discover. Peeq aims to inspire and intrigue, so come and take a regular peek - that's the idea. At the same time, 'peeq' hints at 'peak', reflecting the high quality of both their products and their service.
Apart from offering a strong story, 'peeq' also checks another crucial naming criterion for an international webshop: a short and easy URL. Peeq already was our favourite proposal, but once we knew its .com was available, it became irresistible.
We then captured Peeq's spirit in 5 tone-of-voice principles, whose initial letters magically form the word LIGHT: Lively, Inspiring, Genuine, Helpful, Trustworthy. For a brand where many different copywriters in different countries need to write consistently, a TOV system that is easy to remember and pass on is more than just a luxury.
The face
The logo exudes high quality. Its timeless design matches the level of the designer lighting that Peeq sells. The symmetrical form of the word, with its 4 round letters, is also a conceptual reference to the spotlights in which we have placed this beautiful brand.
