Lazy Buns

My Role: Co-Founder, Creative, Brand & Art Direction, Game design, UI/UX & Marketing.

In 2023 me and two former colleagues decided to pursue our dream of doing something that makes a difference in the world, and the Lazy Buns Brand came to life. The aim was to Tackle the problem of our world getting fat. Focusing on the American market where 56% of all 18 to 25 year olds are overweight or obese. Our solution was to use a cheeky & laid-back attitude to motivate the unmotivated to head out in the wild instead of always choosing the most convenient path. Not because they have to, because they want to. Claiming a new and unique brand territory; Entertainment that dosen’t kill you.

Our first product is a game called Lazy Buns Online, currently in early tech and playtest stage verifying game loops, rev streams and invite loops.

The game invites you to take a Lazy Bun under your wing and drag it out into a world of Adventure. Start walking and watch it grow as you two explore the world together. Experience epic Adventure, play with friends, and kick their butts to unlock treasures and evolve your companion.

Lazy Buns is more than just a clever play on a metaphor. It’s the face of our movement. Lazy Buns will be the main act in everything we do, from products to marketing. We wanted the brand and visual concept to feel cheeky, rebellious and adventurous, yet inviting and cultural confident. Heavily inspired by Garbage Pail kids, counter culture, urban pop-culture and street fashion Lazy Buns came to life. When generating ideas we just have one rule: It’s stupid enough to work as a comic strip.

This was also true for our UI & UX design philosophy: design clean and simple, avoiding clutter and unnecessary elements to  keep the hero (Lazy Buns) in the center.

Extracts from our Brand & Communication Strategy: