LAFCO

the engagement

We began with a comprehensive experience design audit. We conducted qualitative and quantitative research to understand needs at the intersection of the brand, industry, business and its customers. This enabled us to frame opportunities unique to LAFCO and, perhaps most importantly, to build a foundation of knowledge to ensure the solutions we were to recommend were right for their business.

We knew LAFCO’s customers loved the company’s approach to natural formulation and luxurious fragrances. That's where their positioning, "Natural Luxury with Pure Purpose" came in. The world needed to know that LAFCO's products were not only about looks; they're about fragrance, thoughtful craftsmanship and pure ingredients. Natural luxury defined by being able to indulge without guilt.

So why would anybody choose the competitors artificial, paraffin based products over LAFCO's? Because either they don't know about LAFCO, or they don't understand how much better their products are. We knew we needed to help tell the LAFCO story and get their products into customers hands. Here's how we worked with LAFCO to do just that:

• Updated the LAFCO logo to better reflect the brand's modern perspective• Crafted strategies for long term growth across B2B and B2C sales, product and communications• Created a product architecture to enable a systematic approach to the introduction and investment in fragrances• Guided packaging redesigns to ensure consistency and drive conversion through features and benefits selling• Planned and designed the ideal user experience for LAFCO's website to drive online sales and to optimize the shopping experience• Recommended a reduction in SKU's in order to focus on products that were moving the needle and move resources away from products that weren't providing optimal returns• Created dynamic product knowledge copy to engage customers at the point of sale• Defined consistent brand and language guidelines to simplify communications and guide expansion

the results

An engaging, consistent brand experience that celebrates LAFCO's differentiators, is designed to meet their identified audience needs and has contributed to a 20% uptick in sales. See for yourself lafco.com, and while you're there check out their fragrance finder to determine the perfect scent for your space. We recommend trying a candle, it's their best selling product, it will fill your space with robust fragrance and will have your guests asking "Where did you get that candle, it smells amazing?!"