LAFAZA connects consumers and wholesalers around the world to rural farming cooperatives in Madagascar, using a fair-trade model. The profits from its sustainably-grown vanilla and other spices are funneled back to the farming communities where they are grown.
LAFAZA
Objectives
Our goal was to establish a brand strategy and positioning that would help LAFAZA gain market share in North America, and bring the product family to life through unique, artisanal packaging.
Solution
Elements conducted research and analysis to help create a viable positioning and then built out a mission, vision, corporate promise and a guide for judging future opportunities. An identity system was then created—pulling cues from Malagasy patterns historically used to communicate. The creation of a logo and artwork guidelines, custom typeface and library of graphic assets supported this system. From there, packaging was developed as part of a plan to reintroduce the LAFAZA brand to its customers.
Results
Elements strategy, design and marketing efforts have been met with success, and helped LAFAZA grow its customer base and product line.
