A Journey to Living an Exquisite Life

For nearly half a century, Lafon has been dedicated to the pursuit of the perfect lifestyle that embodies exquisite aesthetics. Where there is home, there is Lafon.

In 1979, the opening of Taoyuan International Airport connected Taiwan to the world and marked the start of Chairman Zhen-Hui Su’s journey to bring lifestyle aesthetics to Taiwan through Lafon Group. Beginning with only three employees, the company has since grown into Taiwan’s leading distributor of high-end European lifestyle brands, with nine flagship stores and nearly 200 employees. Lafon remains dedicated to its core value of lifestyle aesthetics, introducing European cultural and historical richness through premium home collections, now favored by luxury hotels and discerning clientele.

As Lafon Group and its stores undergo generational transitions and face rising market challenges, staying relevant and strengthening its advantages have become essential. Recognizing that unity is key to sustainable growth, the Group is actively pursuing integration. This pivotal moment presents an ideal opportunity to launch a corporate branding project with Vetica TAIPEI, bringing fresh vitality to Lafon Group, which has thrived for over 45 years while embracing the limitless potential of the future. The project aims to communicate Lafon’s values to a wide audience, enhancing recognition and appreciation of the Group’s commitment to lifestyle aesthetics.

A Unified, Group-Level Strategy

Vetica TAIPEI and Lafon worked toward a group-oriented mindset, defining each store’s market niche and target demographic. This approach consolidated resources to strengthen the group image while allowing each store to retain its unique, long-established advantages and maximize the benefits of integration.

During the analysis and strategy phase, Vetica TAIPEI organized workshop activities based on insights from surveys and interviews. The business models, sales channels, product lineups, target markets, and customer demographics were reviewed to build consensus on future image and communication tone. The team agreed on positioning as a home lifestyle channel brand targeting a broad age range from 25 to 75, with a distinction between retail sales (B2C) and project sales (B2B). The message is the same: “Unique first, classic forever.”

For the B2B sector, the goal is to enhance the “future” perspective by observing homeowners’ lifestyles to propose the most “thoughtful” home style solutions. This approach shifts the focus from “price competition” to “value competition” through the creation of differentiated, emotional value. In the B2C market, consumers now seek home items that go beyond durability to reflect personal tastes, choosing based on mood and preference. Therefore, products and services continue the company’s founding mission of “humanity and aesthetics,” resonating with consumers’ evolving visions and emotional connections to “home” at different life stages.

Together with the Lafon team, Vetica TAIPEI identified key qualities to strengthen in the corporate image, focusing on company culture, unique strengths, and professional service. “Top-level” reflects Lafon’s careful selection of high-quality products that fulfill practical needs while showcasing a refined lifestyle. “Trustworthy” underscores Lafon’s deep understanding of the significance of “home” to each person, aiming to create a warm and inspiring environment. “Aesthetic” highlights the company’s foundation in European aesthetics, embodying a human-centered philosophy and timeless beauty.

Timeless is Always Present

Vetica TAIPEI revamped Lafon’s visual features, including the symbol, colors, typeface and sub-graphics, building a timeless corporate image that is always present.

The new Lafon symbol continues the concept of lines cutting through the horizon, symbolized by three parabolic curves. These curves represent the Group’s countless trajectory between Taiwan and Europe since its founding, forming a solid bridge connecting Eastern and Western aesthetics. The curve shapes not only imply encircling the earth but also represent the sustainable energy that supports Lafon’s continuous vitality.

The new identity also redefines the visual proportions of the symbol and the Chinese and English logotypes. In both languages, the symbol is enlarged to become the main visual element, strengthening the unity of the Lafon Group. The Chinese logotype retains the group name “楠弘” at the front, followed by the store name, while the full English name “LAFON GROUP” is placed in the slogan area. The English logotype is standardized to uppercase “LAFON.” Additionally, the design concept of the “A” is derived from the parabolic curve elements of Lafon’s symbol, further solidifying its world-leading position.”

Lafon’s emblematic three colors—red, yellow, and black—deeply resonant with the spirit of the corporate identity: red conveys Lafon’s boundless passion and vitality; yellow spreads the light and energy of Lafon’s sustainability efforts; black embodies Lafon’s professionalism and reliability, emphasizing a customer-first approach.

The sub-graphics are an extension of Lafon’s symbol. The design is inspired by the concepts of Bridge, Trajectory and Horizon, corresponding to Lafon’s mission of linking Eastern and Western aesthetics, continuously integrating and promoting a refined lifestyle. Sub-graphics can be applied to different corporate materials, helping to enhance the uniqueness and recognition of Lafon’s corporate identity.

The refreshed identity showcases the Group’s unified dedication to the art of living and its eternal gratitude and reverence for the motherland. With every step, Lafon embarks on a new journey with heartfelt warmth that radiates forever.