Lazy Day are on a mission to create sweet treats that everyone can enjoy with a line-up of goodies that are gluten-free, milk & egg-free and vegan. They tick all the boxes, but one box that needed some TLC was their consumer brand – their packaging most of all.

We were tasked with creating a new brand identity that reflected Lazy Day’s ability to brighten up anyone’s day. The rebrand would accompany some tasty recipe improvements, so there was plenty to shout about.


We wanted to make sure that we left no crumb unturned by starting with the basics and a brand workshop to help us delve into what Lazy Day really means to people. The one word that kept popping up was ‘joy’ – from the joy of not missing out to the joy of those indulgent moments.

This was when Join in the joy was born.

A more playful logo followed, along with bold and colourful packaging that was designed to bring out the excitement and fun that the delicious goodies can bring to any occasion.

And finally, it’s not a launch without an equally colourful campaign. Our creative let the treats do the talking and centred around inclusivity and indulgence for all.


Not only did we add a smile to Lazy Day’s identity, we added an even bigger one to our clients’ faces.

“We are so excited about the rebrand, which brings real warmth and personality to our products.”

The new packaging adds a real pop to the Free-From section, ensuring the beloved brand and tasty goodies get the shelf exposure they deserve.


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