Brand Introduction
Lazybut is an Egyptian lifestyle brand built around one very lazy duck called Mosaad. We make socks, gifts, and collectibles that mix humor, design, and storytelling.
P.S: “But” means duck in Arabic, so no, it’s not a typo.
P.S: “But” means duck in Arabic, so no, it’s not a typo.
What if your packaging felt like a game, not a box?
This is a collectible packaging experience built for art lovers, design lovers, and anyone who enjoys a little mystery before their socks.
I turned our duck mascot into a series of famous-art–inspired illustrations and split each artwork into three pieces. Each box holds a part of the puzzle, and customers have to collect all three to reveal the full scene.
Instead of treating packaging as a one-time moment, I wanted it to feel like a game. Every box features a fragment of a larger illustration. When placed together, the boxes connect into a complete artwork. Each design features Mosaad taking over iconic paintings, re-imagined in a playful Lazybut style.
Design Goals:
Design Goals:
• Turn packaging into a collectible item
• Create anticipation through a connected puzzle system
• Make every purchase feel like progress, not repetition
• Extend storytelling beyond a single box
Results:
Results:
A packaging concept that boosted repeat purchases, created a memorable unboxing moment, and made customers excited to “collect them all” instead of buying once and leaving.
