CHALLENGE
Differentiating the brand in a crowded market by giving it an ownable and sustainable identity and position.
INSIGHT
The athleisure industry is dominated by two polarizing sub-categories – the body positivity, wellness movement, and the blood, sweat, and tears motivation. Sometimes people just want to purchase high-quality garments without being sold on the idea of ‘community’.
BIG IDEA
An athleisure brand that embraces ‘just being’. Taking off the pressure and allowing exercise to be a regular part of life. Lazy Tuesday embraces the pause to appreciate life without the rush.
TONE OF VOICE
- Conversational
- Confident
- Stoic but not cold
BRAND OVERVIEW
BRAND ESSENCE
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