ABOUT
Lawrence “Laz” DeSimone is a proud FDNY first responder by day and a curious herbalist by night.
During his firehouse tours, Laz became known for sharing homemade teas, tinctures, and nutritional supplements — small acts of care designed to help his fellow firefighters manage stress and support their well-being on the job.
His love of ice cream runs deep. It started with his mom, who worked at a Carvel ice cream shop as a teenager — she even has an ice cream cone tattoo. That sweet nostalgia, combined with Laz’s passion for plant medicine, led to something new: Laz’s Ice Cream — a feel-good take on a classic indulgence.
Laz earned his master’s in Sustainability and Urban Planning and completed his herbalist apprenticeship in 2020 with Sacred Vibes Apothecary. He lives in upstate New York with his wife, a climate journalist, and together they share a deep commitment to nourishing people and the planet.
TEAM
Designer and Illustrator: Emmy Truong
Founder: Lawrence DeSimone, Sophia Li
Check out: @lazzylabs / lazzylab.com

Lazzy Lab's debut at ChaChaFestival 2025 (NYC)

THE WHY
Inspired by his mom’s childhood Ice Cream stand, we took Lawrence’s nostalgia and infused with his natural quirk. The elegant typeface is balanced with a cow flying across outer space. It doesn’t really make any sense. We’re just trying to reach above and beyond for flavors that we think are truly … out of this world.
We’re reimagining how healthy treats can be a thing, without having to look all sterile like it’s a protein shake. Being mindful about nutrients can also be hip yk, and as it should be. We’ll make sure that you actually enjoy these nature’s elixir, without compromising on taste. You just need to sit back, relax, and have fun along the ride.
Learn more at https://lazzylabs.com/