Shades is a fashion-forward sunglasses brand concept designed for Gen Z and millennial shoppers who want eyewear that feels fun, elevated, and easy to wear. The brand blends tropical energy, bold color, and clean design to create a sunny, stylish shopping experience.

The goal was to create a brand identity and e-commerce experience that felt more than functional. Shades needed to stand out as a lifestyle brand while still making it easy for users to browse, discover, and shop sunglasses that matched their personal style.

Identity & Design The visual identity for Shades was inspired by warm weather, beach culture, and sun-filled moments. The branding combines playful tropical energy with an upscale fashion feel, using bold color, soft warmth, and clean typography to strike a balance between trendy and timeless.

The design focused on creating a cohesive brand system that could live across the website and beyond it. I explored a visual language built around color, light, and movement, then translated that into a homepage, product experience, and supporting brand assets.

The final concept presents Shades as a memorable lifestyle brand with a clear personality. The design helps the brand feel playful and premium at the same time, while supporting an easy and visually engaging shopping experience.