Brand Tone

Passionate & Artisanal, Authentic & Transparent, Educational & Appreciative, Proudly Mexican, Refined & Sophisticated

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Origin
• •Direct & Fair Trade
• •Exploration & Innovation
• •Passion & Dedication
• •Cultural Heritage & National Pride
• •Purity

Best Practices

• •Emphasize the "Why": Always circle back to the founder's passion and the mission to elevate Mexican cacao. Let this purpose shine through the words.
• •Use Sensory & Evocative Language: Describe the chocolate with rich, detailed language that appeals to the senses (aroma, texture, taste notes), reflecting the brand's focus on the "aromatic expression" of each variety.
• •Highlight Origin & Process: Consistently mention the Mexican origins (Chiapas, Tabasco) and the bean-to-bar craftsmanship. This reinforces authenticity and quality.
• •Maintain a Voice of Passionate Expertise: Write with confidence and knowledge about cacao and chocolate, but ensure it’s inviting and shares the joy of discovery, rather than being elitist.
• •Be Transparent and Story-Driven: Share the stories behind the beans, the farmers (where appropriate and with permission), and the meticulous processes. This builds connection and reinforces the brand's values of authenticity and direct trade.

Social Perception

High-Quality Artisan Product, Authentically Mexican, Focus on Terroir & Flavor Complexity, Trustworthy & Passionate, Award-Winning

Copy Examples

• •Headline: Feliu Chocolate: Unearthing the Soul of Mexican Cacao. Body: Beyond the bar, a journey. From the heart of Chiapas and Tabasco farms, directly to our Guadalajara workshop, we meticulously craft chocolate that tells the story of its origin. Taste the passion. Taste Mexico.
• •Headline: Not Just Chocolate. It's an Exploration. Body: Víctor Feliu began with an obsession: to reveal the true character of Mexican cacao. Each Feliu bar is a discovery of unique aromas and forgotten flavors, carefully coaxed from bean to exquisite bar. What will you discover?
• •Headline: Bean. Bar. Bliss. The Feliu Way. Body: We know our farmers. We honor their beans. We control every step, from sun-drenched cacao pod to the smooth, complex chocolate in your hand. This is purity. This is Feliu Chocolate.
• •Headline: Reclaiming a Legacy: Mexico, the True Land of Chocolate. Body: Feliu Chocolate was born to restore Mexico's heritage as the cradle of cacao. We pour our dedication into every award-winning bar, showcasing the exceptional quality and diversity that only Mexican cacao can offer.
• •Product Focus (e.g., Criollo Rioja 73%): A Rarity Revealed: Feliu's Criollo Rioja 73%. Body: Experience the delicate ocher hue and exceptionally smooth, nutty profile of ancient Mexican Criollo cacao. Sourced from a small, exclusive orchard in Chiapas, this bar offers minimal bitterness and a taste of true cacao heritage.