Brand Tone

Approachable and Friendly, Caring and Empathetic, Playful and Witty, Informative and Trustworthy

Brand Values

• •Wellness and Health
• •Enjoyment and Indulgence
• •Natural and Quality Ingredients
• •Family-Oriented
• •Innovation
• •Accessibility

Best Practices

• •Embrace "Wellness as a Treat": Always frame health benefits within the context of an enjoyable, indulgent experience. Avoid overly clinical or medicinal language. Focus on the positive outcome and the pleasure of consumption.
• •Keep it Relatable and Empathetic: Acknowledge everyday health struggles with understanding and a touch of lightheartedness. Use "we get it" type language to connect with the audience's experiences.
• •Inject Playfulness and Wit (Appropriately): Use clever wordplay, puns (like "GOGO boots" for energy), and a generally upbeat tone, especially in social media. Ensure the humor aligns with the specific product and audience.
• •Be Clear and Informative, but Not Dry: While being playful, clearly communicate the key benefits and functional ingredients. Translate the science into easy-to-understand benefits for the consumer.
• •Maintain Visual and Verbal Synergy: Ensure the copy reflects the visual style of the brand – clean, appealing, and often featuring the product in an inviting way. The language should be as delightful as the chocolate itself.

Social Perception

Positive, Innovative and Clever, Trustworthy, Premium/Slightly Expensive, Effective, Growing Presence

Copy Examples

• •Dreaming of a good night's sleep? Let our Blueberry Lavender Sleepy Chocolate be your sweet lullaby. Crafted with calming botanicals, it’s your tastiest ticket to dreamland. No more counting sheep, just delicious, functional chocolate. #SweetDreamsAreMadeOfThis
• •Hit that 3 PM slump? Power up the yummy way! Our Zesty Orange Energy Chocolate gives you a boost without the jitters. Think of it as your secret weapon to conquer the day, one delicious square at a time. #FunctionalFuel #ChocolateBoost
• •Life’s a bit much? We get it. Unwind with our Carefree Chocolate. Infused with soothing botanicals, it’s like a warm hug in a bar. Melt away stress, and find your calm, deliciously. Because taking care of yourself should always be a treat. #StressLessSweets #FunctionalChocolate
• •Who said healthy can't be happy? At Functional Chocolate, we're flipping the script on wellness. Ethically sourced dark chocolate packed with powerful botanicals to tackle everyday health realities. It's not just chocolate, it's chocolate with benefits! #TreatYourHealth #FunCho
• •Little bumps, big feelings, or restless nights? FunCho Kids is here! Delicious dark chocolate with gentle, effective botanicals designed just for them. Making wellness a treat your kids will actually ask for. Smiles guaranteed! #HappyKidsHealthyKids #FunChoKids