Blending a Vanilla Brand

From the Field Trading Co. is an Oakland CA–based company that 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, which is marketed under the LAFAZA label, are funneled back to the farming communities where the beans are grown.


“Elements was a superb partner as we developed our new branding and product label designs. Their approach is efficient, flexible and immensely creative. It’s not easy to blend the pragmatic requirements of food labeling with the creation of beautiful artwork, but Elements draws inspiration from the challenge at every turn. They know how to listen, advise and get things done!”
Nathaniel Co-Founder and CEO


To establish a brand strategy and positioning that would help the company gain market share in North American wholesale and retail markets, and bring this strategy to life through unique packaging.


Elements conducted research and analysis to help create a viable positioning and then built out a mission, brand vision, corporate promise, and tagline and a guide for judging future opportunities. An identity system was then created pulling cues from Malagasy patterns historically used by families to communicate. The creation of a logo and artwork guidelines, a custom typeface, and a 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.


The project has met with success after the unique new brand strategy and design was launched at the end of 2012.