Peri - Product Branding for Safety App

A personal security app that feels like a private bodyguard, not a parental control panel

The founder Zara used to run live music venues in Melbourne and moonlight as a digital security researcher. The common thread? Keeping people safe without killing the vibe.

After seeing how much digital spaces lacked real-world intuition around safety, control, and autonomy, she built Peri — a personal security app that feels like a private bodyguard, not a parental control panel.

Its mission? To redefine personal safety with tools that feel empowering, not invasive — giving users the control, confidence, and clarity to move through the world on their own terms.

The project brief:

BRAND GOALS

1. Create a mainstream safety tool that doesn't feel infantilizing or overly corporate

2. Empower users to set boundaries without shame or fear

3. Build trust and community by leading the charge on transparency and consent-driven tech

TARGET AUDIENCE

🕶️ Independent women, nonbinary folks & queer communities who want control over their own safety

🕶️ Nightlife lovers, gig workers, solo travellers, and digital nomads who move through unpredictable spaces

🕶️ Gen Z and millennial users who want sleek, low-friction digital tools that don’t sacrifice autonomy for safety

CREATIVE INSPIRATION TAKEN FROM THE FOUNDER

📍 Used to run crowd control at a tattoo convention and prides herself on spotting sketchy vibes from 20m away → visuals need to exude that it's the street-smart private bodyguard you always wish for in a night out

📍 Wears a black bomber jacket to every investor meeting, no matter the dress code → brand needs to feel genderless and nightlife-coded

📍 DJed punk gigs in her 20s and still runs a secret alt Spotify playlist → brand needs to communicate that it's culture-tuned to how people actually live, work, party and move

BEHIND THE COLOUR PALETTE:

Afterlight

A soft backdrop that holds space for all the other colours. It balances the rest of the palette’s edge with approachability, so that Peri never feels cold, controlling or clinical.

BEHIND THE COLOUR PALETTE:

Signal Mint

A crisp, high-visibility mint colour that nods to the subtle signals you often see in everyday devices. Represents Peri’s non-intrusive way of keeping tabs only when invited.

BEHIND THE COLOUR PALETTE:

Pulse Violet

A kinetic violet with a hint of neon, capturing nightlife energy and personal power. Reflects the brand and founder's cultural tuning — safety tools that actually match the rhythm of your life.

BEHIND THE COLOUR PALETTE:

Teal-smart

A grounded yet vibrant teal that signals trust without going corporate. It nods to urban grit and movement — the lanes, corners, and alleyways of nightlife — and mirrors Peri’s role as a discreet but ever-ready backup.

BEHIND THE COLOUR PALETTE:

Boundary Blue

A deep, electric-indigo that anchors the brand. Chosen to represent the founder's cool-headed, street-smart side from years of running music venues.

A personal security app that feels like a private bodyguard, not a parental control panel

The project brief:

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