Brand Tone

Passionate & Authentic, Vibrant & Immersive, Indulgent & Decadent, Cultural & Story-Driven, Community-Focused & Welcoming, Artisanal & Handcrafted

Brand Values

• •Authenticity: Sourcing cocoa from Ghana, often from the founder's family farm, and telling the genuine story of cocoa.
• •Quality: Using fine Ghanaian cocoa beans and natural ingredients, crafting superior products.
• •Cultural Heritage: Celebrating and promoting West African cocoa and culture.
• •Craftsmanship: Dedication to the art of chocolate making, producing handmade, artisan products.
• •Experience: Offering more than just chocolate, providing an immersive and memorable sensory journey.
• •Passion: A deep love for cocoa and sharing it with the world, evident in the founder's story and the brand's presentation.
• •Inclusivity: Offering vegan options and creating a welcoming atmosphere for all. The motto "Make Yourself Happy" reinforces this.

Best Practices

• •Embrace Storytelling: Always weave in elements of Nyanga's journey, the Ghanaian heritage, and the "tree to tummy" philosophy. This reinforces authenticity and passion.
• •Use Sensory Language: Describe the taste, aroma, and visual appeal of the products. Words like "rich," "decadent," "vibrant," "aromatic," and "luscious" evoke the indulgent experience.
• •Highlight Authenticity and Craftsmanship: Emphasize the use of real Ghanaian cocoa beans, natural ingredients, and the handcrafted nature of the chocolates.
• •Reflect Cultural Vibrancy: Incorporate the energy and spirit of West African culture through lively language and references to music and the immersive in-store atmosphere where appropriate.
• •Maintain a Welcoming and Inclusive Voice: Use warm, inviting language. Ensure messaging appeals to a broad audience, including highlighting options like vegan treats, and consistently use the "Make Yourself Happy" ethos.

Social Perception

High-Quality & Delicious, Unique & Experiential, Authentic & Cultural, Indulgent Treat, Vibrant & Lively, Founder-Driven, Can be Pricey/Crowded

Copy Examples

• •Headline: From Ghana's Heart, To Your Happiness. Body: Discover the true taste of artisan cocoa. At Dark Sugars, every chocolate tells a story – a journey from our family farm in Ghana, handcrafted with passion, to your moment of pure indulgence. Taste the difference authenticity makes. #DarkSugars #TreeToTummy #GhanaianChocolate
• •Headline: This Isn't Just Hot Chocolate. It's an Experience. Body: Dive into a river of rich, molten Ghanaian cocoa, piled high with handcrafted chocolate shavings. Let the vibrant rhythms and intoxicating aromas of our Cocoa House transport you. Come make yourself happy. #DarkSugarsExperience #LondonHotChocolate #Indulgence
• •Headline: The Soul of West Africa, Crafted in Every Bite. Body: We're more than chocolatiers; we're storytellers. Nyanga's journey brings the spirit and richness of West African cocoa to London. Feel the passion, taste the culture. #DarkSugarsCulture #ArtisanChocolate #HandmadeLove
• •Headline: Vegan? We've Got Your Decadence Covered. Body: Indulge guilt-free with our luscious range of vegan chocolates and hot chocolates. Authentic Ghanaian cocoa, handcrafted with the same passion, for everyone to enjoy. Because happiness should be for all. #VeganChocolate #DarkSugarsVegan #DairyFreeDelight
• •Headline: Let the Rhythms of Cocoa Move You. Body: Step into Dark Sugars and feel the energy. The music, the aroma of roasting beans, the sight of molten chocolate – it's a celebration of cocoa in its purest form. Your everyday escape awaits. #CocoaCelebration #DarkSugarsVibes #MakeYourselfHappy