LAFCO
LAFCO is a modern fragrance company dedicated to elevating everyday moments into powerful sensory journeys.
Founded in 1992 by Jon Bresler and inspired by his passion for the European tradition of botanical-based fragrances and formulations, LAFCO (for Luxury Articles and Fragrance Company) began as a purveyor of renowned perfume and beauty brands before pivoting to produce its own line of finely crafted home fragrance and personal care products.
In 2021, as it prepared to mark its 30th anniversary, LAFCO engaged Epigraph to help the company clarify its brand story and elevate the way it conveyed that story across marketing and communications channels.
Through an in-depth discovery process that included an exhaustive audit of existing content and multiple interviews with 12 different stakeholders, including business partners and customers, Epigraph produced a foundational narrative reflecting on LAFCO’s history and evolution as a company and distilling the values that define it as a brand.
“Telling the story of LAFCO and communicating the values that drive our organization were always a difficult task for us,” Bresler said. “We hired Joel to help us, and I must say he did an incredible job. Upon completing extensive interviews of employees, clients, colleagues, and friends, Joel produced a comprehensive and beautifully written story, gently weaving all of the details of our 30-year history in a way that clearly defined and communicated the values that drive both our business and me personally as its founder. We now use this history as required reading for all of our employees so that they can fully immerse themselves in the culture that drives our business.”
In addition to compiling the foundational narrative, Epigraph prepared a Brand Voice and Content Strategy Guide that broke down the narrative into a clear messaging framework, adapted language for new marketing materials, and translated the resulting insights into actionable recommendations for brand storytelling.
“In the process of stepping back, reading what Joel learned from others, and evaluating these ideas against our own perceptions, we felt that we gained a greater capacity to define ourselves as a brand and to tell our story more fluidly in a distinct voice.
“Additionally, due to the incredibly comprehensive document written by Joel, we have been able as an organization to do two critical tasks that have proven extremely valuable:
The first was to determine which of the numerous attributes Joel identified were the ones that described us most accurately and genuinely
The next was to work with Joel to distill these ideas into compelling bullet points that we could provide to every person in every job function within our organization, enabling them to communicate exactly who we are to our customers, partners, and other stakeholders.