When your own name becomes a brand, every detail counts: from the product itself to its quality and packaging. In this interview, Johann Lafer explains what his brand stands for, the responsibility that comes with it, and why authentic design must offer more than just visual appeal.
How we translate this philosophy into high-quality packaging design for the Johann Lafer Confiserie range is demonstrated in the accompanying case study.
Quality, reliability, and genuine enjoyment. The Johann Lafer brand stands for culinary expertise, for authentic products with substance—and for a passion for introducing people to good food, without frills but with high standards.
A very big one. My name isn’t just on products—it represents my personal values. That’s why I see it as my duty to take a close look at everything that’s published or sold—because every product directly affects my credibility.
The foundation has always remained the same: quality, craftsmanship, and respect for food. At the same time, the brand has continued to expand—from chef to entrepreneur, from restaurant to a world of culinary delights. Today, the goal is to apply my experience to many areas of life without losing sight of my roots.
I test everything myself. The taste, craftsmanship, functionality, and suitability for everyday use all have to be just right. If I wouldn’t use a product myself or give it as a gift with confidence, it won’t bear my name.
Packaging is the first impression—but it mustn’t promise anything the product can’t deliver. It should be high-quality, clear, and honest. For me, it’s part of the product’s quality, but never a substitute for it.
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