Lazy Tan prioritises safety over sun with new brand by Derek&Eric

There's nothing quite like the glorious feeling of a fresh tan. Your clothes look better, and your skin is glowing—it's like having an added layer of confidence.

Fake tan has existed since the 1960s, and tanning beds were introduced in the 1970s. However, as society becomes increasingly aware of the dangers of UV exposure, tan lovers are looking for safer ways to get their glow.

The fair-skinned among us – myself included – know that fake tanning can be a bit laborious, that weekly process of scrub, shave, apply, marinade, rinse. Imagine going through all that just to end up with a streaky, orange finish and looking far from sun-kissed.

Enter Lazy Tan, the brand that wants to flip the script with its innovative, easy-to-apply, skin-friendly formula. Of course, the self-tan market has boomed in recent years, and we've seen everything from celebrity brands to natural claims, foams, oils, mousses—you name it. So, Lazy Tan partnered with Derek&Eric to build a stand-out identity to beat all the rest.

The brief asked Derek&Eric to develop a brand and identity that challenged the existing self-tanning market's shortcomings and positioned Lazy Tan as a fresh, sophisticated alternative. "The initial brief was exciting and clear in its intent—to break away from traditional self-tanning stereotypes and create a brand that exuded confidence, quality, and effortless beauty," says the studio's managing director, Jon Gibbs.

Through its identity, Lazy Tan wanted to spotlight its hassle-free product and celebrate sun avoidance as a smart, modern choice. Derek&Eric was drawn to the brand's commitment to challenging industry norms while prioritising health, self-care, and quality.

Competitor research revealed that negative perceptions, such as streaky finishes, unnatural tones, and complex routines, burdened the self-tanning category. According to Gibbs, "This insight helped shape Lazy Tan's positioning as a hassle-free, high-quality alternative with an emphasis on authenticity and ease."

With hundreds of options already available, it was clear that differentiating Lazy Tan in a saturated market without falling into the same visual tropes would be a challenge. Gibbs says, "We overcame this by focusing on a unique shadow-inspired identity and a confident, minimalistic approach.

"The shadow-inspired elements emphasise the concept of achieving a glow without direct sun exposure, reinforcing the brand's core message."

Ultimately, it positions sun avoidance as a smart, stylish choice rather than a limitation and visually represents the product's promise of achieving a natural glow without damage or worry.

Every element of the new identity, from iconography to textures, was designed to reinforce Lazy Tan's ethos of effortless beauty and quality. Having a cohesive and impactful brand experience was also a priority for Derek&Eric.

"The warm, natural colour palette reflects the product's promise of an authentic glow, while the typography balances modern sophistication with an inviting, effortless feel," says Gibbs.

The studio also developed Lazy Tan's verbal identity, which Gibbs describes as "aspirational yet approachable". He notes how it uses confident, minimalistic language specifically chosen to resonate with savvy, style-conscious consumers.

Lazy Tan's packaging was also under Derek&Eric's remit, designed with understated luxury and functionality in mind. Gibbs adds that the "sleek designs and rich textures" align with Lazy Tan's premium positioning in the market.