Nothing compares to the confidence boost of a fresh, glowing tan. Your skin radiates, your outfits pop, and you feel effortlessly polished. But with growing awareness of UV damage, more people are ditching harmful sun exposure in favor of safer alternatives.
Enter Lazy Tan—the self-tanning brand revolutionizing the market with an easy-to-apply, streak-free formula. Designed for those who want a flawless glow without the hassle, Lazy Tan partnered with Derek&Eric to craft a standout identity that challenges the industry’s outdated norms.
A Brand Built for Effortless Beauty
Lazy Tan approached Derek&Eric with a clear vision: to disrupt the self-tanning category and position their brand as a premium, skin-safe alternative.
“The brief was to break away from the artificial, overly-bronzed stereotypes and create a brand that represents confidence, quality, and effortless beauty,” says Jon Gibbs, Managing Director at Derek&Eric.
Through in-depth market research, the team identified the common frustrations of self-tanning—streaky finishes, unnatural tones, and time-consuming routines. This insight shaped Lazy Tan’s core positioning as a hassle-free, high-quality solution that delivers a natural, sun-kissed glow—without the sun.
A Shadow-Inspired Identity for a Sun-Smart Brand
Derek&Eric’s creative challenge was clear: how do you make Lazy Tan stand out in an oversaturated market?
The answer? A striking, shadow-inspired identity.
Rather than following the industry’s predictable golden hues and beachy visuals, Derek&Eric took a fresh approach.
“The shadow concept visually reinforces Lazy Tan’s promise: achieving a luminous glow without sun damage,” says Gibbs. The minimalistic aesthetic, paired with a rich, warm color palette, evokes a sense of understated luxury—aligning perfectly with the brand’s premium positioning.
A Cohesive Experience: From Packaging to Voice
Beyond the visual identity, Derek&Eric crafted a verbal identity that balances aspiration with accessibility.
“Our tone of voice is confident, yet minimalistic—speaking directly to style-conscious consumers who prioritize both beauty and skincare,” says Gibbs.
Lazy Tan’s sleek, modern packaging further reinforces its high-end appeal. Designed with luxury and functionality in mind, the rich textures and minimalist typography set it apart from the cluttered self-tanning aisle.
The Future of Sunless Tanning
With a distinct brand identity and a product that delivers on its promises, Lazy Tan is poised to change the way people think about self-tanning.
By celebrating sun avoidance as a smart, stylish choice, Lazy Tan proves that you don’t need the sun to shine.
