Rebrand

Don’t let the name fool you—Jay Busquero, the owner of Lazy Llama, is anything but lazy. Jay is a good friend of mine, and I had the pleasure of rebranding his business from the ground up.

Lazy Llama specializes in wool products made from some of the softest, highest-quality wool that Peru has to offer. Jay’s family owns a textile factory in Peru and has been supplying Utah and other cold-weather states with the warmest, most luxurious accessories around.

When I began working on this rebrand, the business had a simple, hand-drawn logo and typefaces. I wanted to create a visual identity that reflected the quality, heritage, and uniqueness of the products. Peru is a vibrant country, rich in culture and tradition, and I aimed to design a brand that honored that richness while feeling modern and elevated.

The new Lazy Llama logo features a friendly, approachable llama paired with a custom typeface that captures the brand’s warm personality. The color palette is inspired by the natural Peruvian landscape—evoking a sense of calm, peace, and connection to the outdoors. Together, these elements give Lazy Llama the refined, high-end reputation it deserves.