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I built Lazybut in 2019 with zero budget and a yellow duck I drew in Illustrator.
No agency. No brand strategist. Just me figuring out what felt right and iterating until it did.
Few years later, Lazybut is a seven-figure DTC brand, still run out of Egypt, still illustrated by hand.
This case study covers the full identity, character design, packaging system, and how it all holds together across every touchpoint. Worth a look if you're building a brand that has to work as hard as you do.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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After many attempts with illustrator's recolor art tool (when did it get so hard to use!) I finally found a color scheme I like for this botanical garden identity I'm working on.
Oh I am really vibing with this 😍
Brand Identity Design — Health, Wellness & Female Empowerment
A space built by women, for women. My job was to give it an identity worthy of its purpose.
This project called for a chromatic and typographic system carefully crafted to communicate transformation, sophistication, and warmth — without compromising visual cohesion across touchpoints.
What was developed:
— Semantic color palette with 8 calibrated tones: cream, nude, burnt rose, mauve, warm brown, and a 4-stop gold scale — each color assigned a functional role within the visual hierarchy
— Typographic system built on italic serif display, spaced small caps for subheadings, and light sans-serif for body copy — creating editorial rhythm and femininity without sacrificing legibility
— Logo system with primary, reversed, and colored-background variations, including clear space rules and misuse guidelines
brandidentitybrandstrategistgraphicsdesignerBrand StrategyBrand DesignVisual DesignAdobe IllustratorCanvaClaude
Great Work.
Fern Estate Co., a Tennessee-based company that blends real estate, construction, and design under one roof, needed a visual identity that reflected their dedication to quality craftsmanship and sophisticated design. Our goal was to create a brand that embodies class, value, and design, mirroring the elevated spaces they create.
The final identity features a sleek wordmark that balances sharp angles with smooth curves, showcasing both strength and sophistication. The accompanying symbol reflects structural elements, representing the company’s expertise in construction and design. The color palette is grounded in deep greens and neutrals, adding warmth and richness that speaks to their connection to the Tennessee landscape. Supporting graphic elements, such as grid patterns and linear forms, reinforce the brand’s emphasis on thoughtful design and lasting value.
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