Brand Tone

passionate, artisanal, joyful, and quality-focused. They also convey a sense of innovation, community-mindedness, and a touch of playful creativity

Brand Values

• •Quality & Craftsmanship: "Quality is at the heart of our actions and motivates our choices in the selection of our suppliers." They emphasize artisanal, handmade products.
• •Happiness & Indulgence: Positioned as a "true merchant of happiness," aiming to make customers happy through their creations.
• •Innovation & Flavor Exploration: They "innovate by creating complex & intense flavors" and encourage customers to "discover flavors & cultivate your tastes."
• •Local Sourcing & Freshness: Prioritizing "local companies and producers for the quality and freshness of their products."
• •Sustainability & Eco-consciousness: Committed to "reduce our ecological footprint," "sustainable development and the circular economy," including offering refill discounts and developing vegan options.
• •Transparency: Their processes are "clearly visible in the window of our laboratory next to the store."

Best Practices

• •Emphasize "Happiness" and "Joy": Consistently use words like "happiness," "joy," "delight," and "pleasure" to reinforce their "merchant of happiness" identity.
• •Highlight Artisanal Quality: Use terms like "artisanal," "handmade," "crafted," "fine ingredients," and "savoir-faire" (know-how) to convey the quality and care put into each product.
• •Showcase Innovation and Flavor: Talk about "complex flavors," "intense tastes," "discovery," and "unique creations" to engage customers' curiosity.
• •Incorporate Local and Sustainable Language: Mentioning "local producers," "freshness," "eco-conscious," "sustainable," and "circular economy" when relevant will resonate with their stated values.
• •Maintain a Warm and Inviting Voice: Even when discussing sophisticated flavors, keep the language approachable, friendly, and passionate, reflecting the welcoming atmosphere of a beloved local shop.

Social Perception

Choco-Là is perceived as a high-quality, artisanal chocolate shop offering unique and delicious products. Customers view it as a place to find special treats and gifts. The brand has a strong local reputation in Sherbrooke and is seen as a "must-visit" for chocolate lovers. The "Pouffette de luxe" incident, while potentially negative, appears to have been handled well and ultimately garnered positive attention and customer support, showcasing their resilience and the appeal of their unique offerings.

Copy Examples

• •Headline: Unwrap a Little Piece of Happiness. Body: At Choco-Là, we're more than just chocolatiers; we're craftspeople of joy. Discover our artisanal chocolates, handmade in Sherbrooke with passion and the finest local ingredients. Taste the happiness!
• •Social Media Post (with image of new vegan chocolate): Text: Innovation never tasted so good! 🌱 Introducing our newest VEGAN delight, crafted with the same Choco-Là passion for intense flavour and quality. Because everyone deserves a moment of pure, chocolatey bliss. #ChocoLaSherbrooke #VeganChocolate #ArtisanMade #SustainableIndulgence
• •Product Description (for "Pouffette de luxe"): Text: Meet the legend: our Pouffette de luxe! A cloud of homemade marshmallow, a river of creamy caramel, all resting on a delicate gluten-free cocoa biscuit. It’s the treat that caused a stir, and for good reason. One bite and you’ll understand the delicious rebellion.
• •Website Banner: Text: Choco-Là: Where Quality Ingredients Meet Passionate Craftsmanship. Discover Flavours That Spark Joy.
• •Email Subject Line (for a seasonal offer): Subject: Taste the Season: Freshly Crafted Festive Chocolates from Choco-Là! Body Snippet: Embrace the festive spirit with our limited-edition collection! Each piece is a celebration of flavour, handmade with love and the best local goodness Sherbrooke has to offer.