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Plain Lazy is a British success story. Who'd have thought that a label promoting sleep and work-shyness would have so much creative energy and drive.
The Plain Lazy message works because it's simple, humourous, inoffensive and expressed through 'in-yer-face' graphic treatments. As slogans and clarion calls, they work brilliantly on mugs. As they say themselves, "The brand is based on promoting choice, encouraging freedom of expression and demonstrating individuality. Offering a vast and varied selection of messages and styles, Plain Lazy allows the consumer to communicate with character."