Branding & Site web
CAFLEX SRL is a family company founded in 1965 by Carlos Antonio Fernández, in the city of Buenos Aires. The company specializes in the manufacture of sanitary articles such as flexible toilets, toilet bolts and undercounter siphons. The commercial brand name for the products is CAF, and it is on this brand that we base our design work.
The company approached us with the purpose of redesigning its brand and developing its branding to face new commercial challenges within the country. Our work consisted firstly, in identifying the previous concepts that the brand had since its inception. Then, we developed a new communication strategy, based exclusively on presenting the products but from a functional approach and highlighting the use that people give to them throughout their lives. In this way, we changed the focus from the classic and conventional approach of showing products to showing people in actions related to their functionality.
This new approach was transferred to the company's communication media (OFFLINE and ONLINE), such as the website where you can find all the products that the company manufactures and sells as well as commercial stationery, folders, banners, etc...
For the design of the website it was necessary to make a photo shoot in a studio in order to have the photos of each product, these photographs were taken on a uniform background as the purpose was to highlight the product over the previous approaches mentioned above. The same name, a new brand identity, new communication concepts for the same products as always.