Lazy Daisy
BRAND IDENTITY, PRODUCT DESIGN, ILLUSTRATION
Overview
Lazy Daisy is a fictional maximalist floral and stationery brand inspired by the colorful, playful spirit of SoHo, New York. Combining expressive illustrations, bold colors, and thoughtfully designed paper goods, the brand celebrates creativity, individuality, and the beauty of everyday moments.
Challenge
Develop a cohesive brand identity and bring it to life across a range of products, packaging, promotional materials, and digital experiences.
Project Type: Academic Capstone Project
Featured Work
Brand Identity: Logo, typography, color palette, and supporting visual elements.
Stationery & Product Design: Branded paper goods and product concepts.
Packaging Design: Packaging that extends the brand into the physical experience.
Social Media: Branded graphics and digital content.
Website Design: Responsive e-commerce website.
Poster Design: Promotional posters and campaign materials.
Moodboard
Design Process
I began by creating a project calendar to organize the semester-long capstone into manageable phases, setting deadlines and allocating time for more involved projects like product and website design. With the brand identity established, I developed each application in stages, beginning with social media before expanding into stationery, packaging, posters, and web design. This approach allowed me to build a consistent visual language while exploring how the identity could adapt across different formats.
Outcome
Lazy Daisy became one of the most comprehensive projects of my college career, challenging me to think beyond a logo and consider how a brand comes to life across physical products and digital experiences. The process strengthened my interest in brand design and confirmed how much I enjoy creating the visual systems and applications that bring a concept to life.
The project was selected for a prominent display spot at Maryville University's Senior Show in March 2026, making it a meaningful milestone in my design education. After an entire semester immersed in Lazy Daisy, I'm incredibly proud of the result, even if I'm perfectly happy never to hear those two words again.
