Brand Tone

relatable, straightforward, and slightly playful, built around the concept of "2 Lazy" which reframes laziness as a desire for efficiency, simplicity, and a hassle-free experience, avoiding aggressive sales tactics and complex jargon.

Brand Values

• •Simplicity
• •Transparency
• •Customer-Centricity
• •Fair Pricing
• •Curation

Best Practices

• •Embrace the "Lazy" Persona: Frame everything through the lens of efficiency and simplicity. "Lazy" is the brand's hero word—it means smart, not sluggish. Use it to signify an effortless and superior customer experience (e.g., "2 Lazy 2 Wait for shipping," "The lazy way to a perfect setup").
• •Write Like a Human: Use a conversational and relatable voice. Read copy out loud—if it sounds like a corporate robot wrote it, rewrite it. The founder's story is the perfect template for this tone.
• •Focus on "Why," Not Just "What": Instead of only listing product features, explain why it benefits a "lazy" customer. A feature is a fast wireless charger; the benefit is "less time tethered to a cable, more time doing what you want."
• •Maintain Transparency Above All: Never use clickbait, hidden fees, or exaggerated claims. The brand promise is "no hoops to jump through." This must be reflected in every piece of copy, from ads to product pages to checkout.
• •Create a "Words to Use/Avoid" List: Use: Effortless, Simple, Straightforward, No-Fuss, Curated, Fair, The Lazy Way. Avoid: Hurry, Limited Time, Exclusive, Act Now, Ultimate, Revolutionary (unless truly applicable). This ensures the brand avoids high-pressure sales language, which contradicts its core values.

Social Perception

Perceived as a legitimate, registered Australian business and a standard online retailer. The brand aims to be seen as the effortless, trustworthy, and "lazy" choice for tech accessories, akin to a relaxing "lazy Sunday" shopping experience.

Copy Examples

• •Stop Searching. Start Playing. We did the homework so you don't have to. Awesome tech accessories at a fair price, with no hassle. That's the 2 Lazy way.
• •Your setup is your sanctuary. Don't clutter it with complicated shopping. We find the best tech and gaming gear and give you all the info, minus the stress. Because you've got better things to do. Like winning. #2LazyTech #GameSmarter #DeskSetup
• •The "I-Don't-Need-To-Read-100-Reviews" RGB Mousepad. Yes, it has 14 brilliant lighting modes. Yes, the micro-woven surface is optimized for precision. And yes, it looks incredible. We've tested it, vetted it, and made sure it's worth your time. All the glow, none of the grind.
• •Thanks for being lazy with us. Hey [Customer Name], Your order is confirmed. See? Simple. We told you we don't do spam, so the next email you'll get is when your new gear is on its way. In the meantime, enjoy all the hours you just saved by not having to comparison shop. You've earned it.
• •Cyberpunk Dreams. Build a desk setup that works as hard as you play. The Divoom Time Gate brings pixel art perfection to your space. Effortless style, delivered from our Sydney warehouse. #PixelArt #GamingSetup #DeskInspo #2LazyTech