Lazy Way Proper

Lazy Way Proper is a start-up aiming to simplify men’s care through modern and multifunctional products. Its focus is on a professional male audience that values efficiency, practicality, and minimalist aesthetics. As an emerging company, it was crucial to develop a strong visual identity that not only stood out in the market but also projected trust and professionalism, helping position the brand as a leader in its segment.

Brand Identity Pillars

• Professional
• Luxury
• Intentional
• Efficient
• Simplistic
• Compact
• Practical
• Convenient
• Refined

The final design needed to be clean, impactful, and with a distinctive masculine touch, aligned with a modern and minimalist lifestyle, while helping the start-up establish itself as a trustworthy and aspirational brand.

Design Impact
The winning logo achieves the following:

• Communicates strength and refinement, aligning with the brand’s values.
• Resonates with the target audience, standing out for its masculine and minimalist aesthetic.
• Offers versatility in applications, from products to signage and digital branding.
• Boosts the start-up’s presence in a competitive market, helping it position itself as a trustworthy and high-quality brand.

This project is an excellent example of how well-executed design can convey the core values of an emerging brand and help build its identity in a competitive market.