There’s something undeniably uplifting about a golden tan—clothes pop, skin radiates, and confidence soars. Since the 1960s, fake tan has been a go-to solution, with tanning beds joining the scene in the 1970s. Yet, as awareness grows about UV damage, today’s tan enthusiasts are seeking smarter, safer alternatives to achieve that coveted glow.
For those of us with fair skin, self-tanning can feel like a chore: exfoliate, shave, apply, wait, rinse—only to sometimes end up with streaks or an unnatural orange hue. Lazy Tan steps in to rewrite this narrative with a skin-friendly, easy-to-use formula that promises a flawless finish. In a crowded self-tan market brimming with foams, oils, and celebrity-backed lines, Lazy Tan teamed up with design studio Derek&Eric to craft a brand identity that stands apart and redefines the game.
A Brief That Inspired a Bold Brand Identity
Derek&Eric was tasked with creating a visual and verbal identity that tackles the self-tanning industry’s pitfalls—think complicated routines and disappointing results—while positioning Lazy Tan as a chic, effortless option. “The brief was invigorating,” says Jon Gibbs, managing director at Derek&Eric. “It aimed to ditch outdated tanning clichés and build a brand that radiates confidence, quality, and simplicity.”
Lazy Tan’s mission was clear: spotlight its hassle-free application and champion sun avoidance as a savvy, contemporary choice. Derek&Eric embraced this vision, drawn to the brand’s focus on health, self-care, and breaking industry molds. Their research uncovered common gripes with self-tanners—streakiness, fake-looking shades, and time-consuming processes—which paved the way for Lazy Tan’s promise of authenticity and ease.
Standing Out with Minimalistics and Shadow Play
With a saturated market full of predictable visuals, differentiating Lazy Tan was no small feat. Derek&Eric’s solution? A minimalistic-driven, shadow-inspired brand identity that highlights the idea of a glow without sun exposure. “The shadow elements reinforce Lazy Tan’s core message,” Gibbs explains, “making sun avoidance feel stylish and intentional, not restrictive.”
This clever design choice reflects the product’s ability to deliver a natural tan without the risks, turning a potential limitation into a strength. It’s a visual nod to Lazy Tan’s commitment to effortless beauty and skin safety.
What Is My Color Palette? Warmth Meets Sophistication
Every detail of Lazy Tan’s brand identity was meticulously crafted to echo its ethos. The color palette—rich, warm, and natural—mirrors the authentic glow the product delivers. Paired with types of fonts that blend modern elegance with an approachable vibe, the design strikes a balance between luxury and accessibility. “We wanted a look that’s sophisticated yet inviting,” Gibbs notes, ensuring the visuals align with Lazy Tan’s premium yet practical appeal.
The verbal identity follows suit, described by Gibbs as “aspirational yet approachable.” Using confident, streamlined language, it speaks directly to style-savvy consumers who value quality and simplicity. This cohesive approach—spanning visuals, tone, and messaging—creates a seamless brand experience.
Packaging That Elevates the Everyday
Derek&Eric also took on Lazy Tan’s packaging, infusing it with understated luxury and functionality. Sleek designs and tactile textures reflect the brand’s high-end positioning while keeping usability front and center. “It’s about marrying form and function,” Gibbs says, “so the packaging feels as good as the product performs.”
A New Standard in Self-Tanning
Lazy Tan, with Derek&Eric’s innovative design work, isn’t just another self-tanner—it’s a statement. By embracing minimalistics, a thoughtful color palette, and versatile types of fonts, the brand transforms sun avoidance into a bold, beautiful choice. It’s a reminder that great design can elevate a product, making it both a practical solution and a lifestyle upgrade.
At Brandlic, we’re inspired by how Lazy Tan’s brand identity and verbal identity come together to challenge norms and celebrate simplicity. This is design doing what it does best: solving problems with style.
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