Before you scroll, press play. It’s Christmas rules.
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.
Each product has its own mood and story. Our goal is simple: make you smile when you open the box.
If it doesn’t make people smile or ask “what’s this?”, then it’s not Lazybut enough.
This Christmas project took about 3 months to make before I finally dropped it at Lazybut.
P.S: “But” means duck in Arabic, so no, it’s not a typo.
Brief
Every Christmas, I look for gifts that actually feel special. Every time, I find the same things. Socks, mugs, candles, and identical red boxes that all look factory-stamped. So I decided to fix it myself.
Box 1: Santa’s Workshop
The Idea:
The Idea:
What if the customers became Santa’s elves working on gifts at Santa's workshop?
The Design:
The Design:
- Illustrated Santa’s chaotic workshop.
- Added duck elf characters working on gifts.
- Made the box on our website customizable so customers could build their own combinations.
- Scannable Spotify Playlist Code for Christmas vibes.
- Scannable Spotify Playlist Code for Christmas vibes.
You are the Elf! You pick your socks, build your gift for your loved ones, and join the story.
Box 2: The Chaos Box
The Idea:
Santa gets stuck in a chimney. The elves panic. One steals the sleigh and drops all the sealed gifts over Egypt.
Santa gets stuck in a chimney. The elves panic. One steals the sleigh and drops all the sealed gifts over Egypt.
The Design:
- Illustrated the chaos scene.
- Santa mid-chimney, reindeers flying wild, elves running.
- Locked box: no customization allowed. Because once Santa seals a box, no one can open it, not even me
- Locked box: no customization allowed. Because once Santa seals a box, no one can open it, not even me
- Scannable Spotify Playlist Code for Christmas vibes.
Box 3: The One-Sock Gift
The Idea:
A shipping box straight from Santa’s warehouse that somehow ended up in Egypt.
A shipping box straight from Santa’s warehouse that somehow ended up in Egypt.
The Design:
- North Pole Express shipping label.
- Elf inspection tag.
- Santa’s approval stamp (and Mosaad’s seal of quality).
- Cookie-scented candle inside.
- Christmas stickers from the Lazybut crew.
- Christmas stickers from the Lazybut crew.
The Goal:
Bring back that nostalgic Christmas-movie feeling when gifts felt magical, not mass-produced.
Bring back that nostalgic Christmas-movie feeling when gifts felt magical, not mass-produced.
The Lazybut Christmas Add-Ons
Last year, I couldn’t find a single nice Christmas bag in Egypt. So I made one. with the Lazybut logo as the Egyptian Branch.
Then came the Christmas Letter, typed and stamped straight from the North Pole.
I also designed the 2025 Duck Calendar with twelve months of ducks, full of jokes and hidden Easter eggs. It quickly became a collectible.
To wrap it all up, I created a Home Alone parody poster with Mosaad Jr. as the forgotten duck!
Together, they turned the Lazybut Christmas boxes into a full holiday story.
Brand: Lazybut
Creative Direction, Design & Illustration: Mazen Ahmed
3D Images and Animation: Muhammed Ragab
Shipping Company: North Pole Express Delivery (very real company, trust me)
3D Images and Animation: Muhammed Ragab
Shipping Company: North Pole Express Delivery (very real company, trust me)
Final Note
If you see Santa around Egypt this winter, tell him I found his boxes.
And no, he’s not getting them back.
And no, he’s not getting them back.
