Lazy Tan identity rooted in ‘effortless elegance’

New self-tanning product from Australia, Lazy Tan, considers itself an innovative formula that's easy to apply, skin-friendly and delivers a natural, radiant look. Its brand identity, crafted by British design consultancy Derek&Eric, Silas Amos and The London Artworking Co., is based around ‘effortless elegance’, and includes a shadow-inspired icon that suggests sun avoidance is something to be proud of.