Brand Tone

Passionate, Artisanal, Educational, Ethical, Approachable, Playful

Brand Values

• •Quality & Craftsmanship
• •Ethical Sourcing & Fair Trade
• •Transparency
• •Passion for Cacao
• •Authenticity & Simplicity
• •Education & Discovery
• •Community & Connection
• •Sustainability

Best Practices

• •Embrace 'Gloire au cacao!': This signature phrase encapsulates the brand's passion. Use it or variations of it to convey enthusiasm and reverence for chocolate in social media posts, email signatures, and even on packaging.
• •Tell the Story of the Bean: Always connect the product back to its origin and the bean-to-bar process. Highlight the farmers, the specific region the beans come from, and the unique flavor notes this imparts. This reinforces values of transparency, quality, and ethical sourcing.
• •Be an Educator, Not Just a Seller: Share knowledge about cacao, different flavour profiles, the chocolate-making process, and the importance of ethical trade. Use blog posts, social media carousels, or short videos. This builds trust and positions Avanaa as an expert.
• •Maintain an Authentic & Human Voice: Let Catherine Goulet's passion and the team's dedication shine through. Use 'we' and share behind-the-scenes glimpses. Avoid overly corporate or generic language. Keep it real and approachable, like talking to a knowledgeable friend.
• •Incorporate Playfulness and Artistry: Reflect the brand's creative side, seen in its packaging and product innovation, in the copy. Use evocative language to describe flavours and experiences. Don't be afraid of a touch of humour or whimsy where appropriate, especially in social media engagement.

Social Perception

High-Quality & Delicious, Ethical & Trustworthy, Artisanal & Special, Passionate & Knowledgeable, Local Gem, Worth the Price

Copy Examples

• •Headline: From Bean, With Love. To Bar, With Passion. Body: We don't just make chocolate. We journey with the bean, from tiny farms in Latin America, through our Montreal workshop, to your hands. Every Avanaa bar is a story of dedication, ethical sourcing, and pure, unadulterated flavour. Taste the difference. Taste the journey. *Gloire au cacao!*
• •Headline: Two Ingredients. Epic Flavour. That's the Avanaa Way. Body: Why complicate perfection? Our award-winning dark chocolate is crafted with just two things: exceptional cacao beans and organic cane sugar. We believe in letting the true taste of the bean shine. Discover the pure joy of real chocolate.
• •Headline: Meet Your Chocolate Maker (and the Beans!) Body: Ever wondered how chocolate *really* gets made? Step into our Villeray workshop! See the journey from raw cacao to glossy bar, chat with our passionate team, and sample the magic. We're an open book, or rather, an open chocolate factory. Come say hi!
• •Headline: This Isn't Just Chocolate. It's a Fairer World, One Bar at a Time. Body: We directly partner with small cacao farms, ensuring farmers earn what they deserve for their incredible beans. While one bar might not change the world, your choice supports sustainable agriculture and brings a little more happiness (and deliciousness!) into it.
• •Headline: Warning: May Cause Extreme Happiness & Cacao Cravings. Body: Our [Specific Chocolate Bar Name, e.g., Zorzal 70%] is an adventure for your taste buds. Hand-sorted, slow-roasted, and stone-ground right here in Montreal, its unique notes of [mention a flavour note, e.g., red fruit] will have you declaring 'Gloire au cacao!' before you know it. Don't say we didn't warn you.