LAFONT CAST IRON
Kitchen products to enable, educate, and inspire people to cook and eat consciously
The Design Process
Lafont Cast Iron is an Argentinian manufacturer of premium quality cookware. At Lafont, I led the design department for six years, designing new kitchen products, coordinating old and new suppliers, following projects such as the development of the new website and the new online store, and guiding the communication strategies on the various social network channels.
The Challenge
The design needs for an organization like Lafont Cast Iron are endless. Projects constantly overlap and a multidisciplinary mindset is essential to oversee projects in the areas of industrial design, brand identity, brand collateral, art direction, digital marketing, and communications. The challenge was sometimes breathtaking, but always fascinating.
The Outcome
Lafont Cast Iron now has a strong brand identity in Argentina and the design and communications strategies are ready to support its international expansion. Lafont has laid out plans to offer its catalogue of products worldwide, and my contributions were crucial to achieve this status.
The identity of Lafont Cast Iron is deeply tight to the Argentinian way of living. All products in the catalogue are made of the highest quality and can be used equally at home for a simple dinner, at a formal event, in a restaurant kitchen, or outdoors, among friends. This was the constant message that we transmitted with the brand of Lafont Cast Iron, adding new products to the catalogue, designing digital elements, shaping communication campaigns, and presenting our boutiques to our beloved customers.
01. Brand Identity
The key pieces of the Lafont Cast Iron collection are the cast iron casseroles. Nonetheless, over the years Lafont Cast Iron has successfully expanded its catalogue including products made of a variety of materials, such as wood, enamel, and textiles. I followed the design, manufacturing, testing, and commercialization of all new lines of products, such as knives, aprons, enamelware, and wooden kitchen products.
02. Brand Collateral
With the help of professional photographers, Lafont Cast Iron generated internally the material for all digital products. I coordinated various photo and video shootings generating the content for marketing campaigns, the website and the online store, and the social networks.
03. Art Direction
In addition to executing the design and overseeing production, I helped generating content whenever texts describing the products and the story of Lafont Cast Iron were needed. I also generated endless material to present Lafont Cast Iron to suppliers, customers, journalists, and investors.
04. Copywriting & Presentations
A key share of the sales of Lafont Cast happens online. During my time at Lafont, I designed and supervised the development of two online stores, the first one somewhat simpler, the second one much more sophisticated and fully integrated with the main webpage. The two store were based on two different platforms and I successfully brought them online working with two renown code development agencies in Argentina.
05. Online Store
Lafont Cast Iron has a strong presence on Instagram and Facebook, with accounts generating new content weekly. I initially generated the content myself, and I later supervised a team that performed this task.
06. Social Media
