Business Challenge
Achieving the perfect sun-kissed glow is fraught with challenges. While we’re now more aware of the dangers of UV exposure, traditional self-tanners come with their own set of frustrations—streaky application, unnatural orange tones, and time-intensive routines. These issues have long plagued the category, leaving it synonymous with the word “fake.”

Lazy Tan set out to rewrite the rules with a game-changing formula that’s easy to apply, kind to skin, and delivers an authentic, radiant glow. The challenge: to create a brand identity that breaks free from the clichés of compromise, offering a fresh and sophisticated alternative.

Creative Solution

Lazy Tan reframes self-tanning with effortless confidence and contemporary style. The brand’s positioning—“made in the shade”—celebrates sun avoidance, not as a limitation, but as a modern, intelligent choice. This philosophy is embodied in a shadow-inspired icon that reflects the idea of understated elegance while directly referencing the product’s promise of sunless tanning. The visual identity is vibrant yet refined, blending clean design with rich textures and a warm, natural color palette. Each asset reinforces Lazy Tan’s ethos of quality and authenticity, from the sleek packaging to the aspirational tone of voice. The result is a brand that radiates confidence—just like the flawless glow it provides—cementing Lazy Tan as the go-to choice for savvy, style-conscious consumers.

Key Outcomes
A distinctive identity that stands apart in a crowded, compromised category.
A memorable positioning that aligns with modern lifestyle values of health, self-care, and effortless beauty.
Aesthetic and functional design choices that reflect the product’s premium quality and ease of use.
Lazy Tan doesn’t just deliver a tan—it delivers a lifestyle, made in the shade.