Brand Tone

Artisanal, passionate, traditional, classic, and heartfelt, steering clear of modern, fast-paced marketing language.

Brand Values

• •Artisanal Excellence
• •Tradition and History
• •Quality of Ingredients
• •Passion for the Craft
• •Customer Experience

Best Practices

• •Emphasize Heritage and Tradition: Always connect the product to the brand's history and the traditional methods used. Use words like "artisanal," "handcrafted," "heritage," and "since 1992."
• •Use Sensory and Evocative Language: Describe the chocolate not just as a product, but as an experience. Use words that appeal to the senses, such as "velvety," "rich," "aromatic," and "an explosion of taste."
• •Maintain a Passionate and Personal Voice: Write from the perspective of someone who loves what they do. Use "we" and "our" to create a personal connection with the customer. Share the passion behind the creation.
• •Focus on Quality over Hype: Avoid overly trendy or sales-driven language. The tone should be confident in the quality of the product. Let the ingredients and the craft speak for themselves.
• •Tell a Story: Every piece of copy should contribute to the larger brand story. Whether it's about the origin of the cocoa beans, the history of the shop, or the inspiration for a new creation, storytelling will reinforce the brand's identity.

Social Perception

Overwhelmingly positive, perceived as a 'paradise for chocolate lovers' and a 'must-visit' spot. The brand is seen as authentic, dedicated to quality, and committed to social responsibility through initiatives like the collaboration with Meyer Paediatric Hospital Foundation.

Copy Examples

• •Crafted with cocoa from the heart of Peru, our new 'Selezione' bar is more than a treat; it's a journey. Experience the rich heritage of authentic, handmade chocolate, a tradition we've honored since 1992.
• •Welcome to Caniparoli Cioccolateria, where every piece of chocolate tells a story of passion and tradition. For over 30 years, we have been handcrafting moments of pure bliss. Discover the taste of true Italian artisanship.
• •This Easter, share more than just chocolate. Share an experience. Our handcrafted Easter eggs are a celebration of tradition, made with the finest ingredients and a generation of passion. A gift to be remembered.
• •It all began in 1992 with a passion for chocolate. In our small laboratory in Lucca, we continue to honor the timeless traditions of Italian chocolate making. We are artisans, dreamers, and above all, lovers of fine chocolate. This is our story, and we invite you to be a part of it.
• •A taste of Tuscany, delivered to your door. Escape the ordinary and indulge in the rich, velvety smoothness of Caniparoli chocolate. From our hands to yours, experience the tradition of authentic Italian cioccolateria.