After Hours teamed up with James Thompson, a long-time friend of the studio, to bring his latest venture Peache to life. As both a tastemaker's channel and content creation studio, Peache offers a window into a world of refinement and elegance that is often concealed from public view. From behind-the-scenes experiences with leading chefs to exclusive glimpses into top-tier hotels around the globe, Peache is redefining the way we think about travel and hospitality. Our mission was to craft a visual identity that captures the essence of Peache's "relaxed elegance" ethos, bringing the brand's sophisticated sensibility to life. As a brand that values rich storytelling, Peache required a visual identity that was just as captivating as the tales it tells. Inspired by the central brand idea of ‘relaxed elegance’, we looked to vintage aviation aesthetics to bring Peache to life - a nod to a time when travel was a luxury. We delved into the past, poring over archival aviation emblems, posters, and symbols to inform the direction and give the brand a nostalgic feel. The result is a thoughtfully crafted brand that embodies Peache's core ethos. The wordmark exudes vintage charm, while the emblem - a globe fused with a top-down view of a plane - evokes a sense of adventure and exploration. The typography, carefully chosen to feel vintage yet timeless, perfectly complements the overall aesthetic. A cooling palette of soothing colors elevates the brand, conveying a sense of sophistication and refinement.