Lazy Tuesdays*
PROJECT: Naming, Strategy, Branding.
Most athleisure brands choose to embrace the “ath” more than the “leisure”. Not Lazy Tuesdays. We successfully named and developed a new clothing brand that puts the leisure in athleisure. Working closely with the founder, we brought their vision to life from the ground up. Our team executed the naming, logo design, and the entire design system and visual language.
The Challenge: Name and craft a brand that stands out amongst a crowded athleisure landscape.
SOLUTION
We embraced the name “Lazy Tuesdays” to craft a unique brand narrative that plays on the juxtaposition of a midweek workday labeled as lazy. This mirrors the brand’s ethos as an athleisure line built for movement yet inspired by relaxation. By pairing contrasting typefaces, Fabiola Script & TWK Everett, we visually communicated the balance between hard work and relaxation.
“Work hard
and relax.”
PRODUCTION
Our team conducted a thorough R&D process, including collaborative workshops with the founding team. This research informed a broader brand strategy that perfectly aligned with the brand’s ethos – work hard and relax. Guided by these insights, we developed the “Lazy Tuesdays” name and crafted a distinctive wordmark and logo that visually communicates the balance between movement and relaxation. We also created comprehensive brand guidelines to ensure consistency across all touchpoints, and establish a cohesive color palette and brand system.
We developed a name, logo, and design system for a clothing line that is made for movement but a champion for relaxation.
