Brand Tone

Artisanal & Passionate, Honest & Transparent, Quality-Driven & Premium, Approachable & Warm, Conscientious & Ethical

Brand Values

• •Honesty/Transparency
• •Quality & Craftsmanship
• •Ethical Sourcing & Sustainability
• •Passion
• •Customer-Focus & Inclusivity
• •Integrity

Best Practices

• •Emphasize Craftsmanship & Origin: Always highlight the handmade nature of the products and the quality of the single-origin or ethically sourced ingredients. Use words like "artisan," "handcrafted," "small-batch," "single-origin," and "ethically sourced."
• •Be Transparent and "Honest": Clearly communicate what goes into the chocolates (and what doesn't – like artificial additives or preservatives). Share the story of the brand and the journey of the ingredients.
• •Use Sensory and Evocative Language: Describe the taste, texture, and aroma of the chocolates in a way that conveys passion and the premium experience. Words like "decadent," "rich," "velvety," "surprising," "balanced," and "unforgettable" can be effective.
• •Maintain a Warm and Approachable Voice: While premium, the tone should still feel welcoming. Share the founders' story and the passion behind the brand to connect with customers on a personal level. Address dietary needs with care and understanding.
• •Showcase Values Consistently: Regularly reinforce the brand’s core values – quality, honesty, ethical practices, passion, and customer focus – across all communication channels, from product descriptions to social media posts and "about us" sections.

Social Perception

Highly Regarded for Quality & Taste, Trusted & Ethical, Artisanal & Special, Local Gem & Destination, Innovative

Copy Examples

• •Headline: The Art of Less, Done Right. Body: At Honest Chocolat, we believe true luxury lies in simplicity and the finest ingredients. Each piece is a testament to our passion, handcrafted with single-origin cacao and a commitment to pure, unforgettable flavour. No shortcuts, just honest chocolate.
• •Headline: From Bean to Bliss: Our Honest Promise. Body: We journey with our cacao from ethical farms to our Matakana kitchen, ensuring every chocolate tells a story of quality and care. Discover the difference passion makes. Taste the honesty in every bite.
• •Headline: Crafted with Conscience, Savoured with Joy. Body: Indulge in chocolate that’s as good for your soul as it is for your palate. Our award-winning creations are ethically sourced, lovingly handmade, and free from anything that doesn’t belong. Because pure, honest delight is what we’re all about.
• •Headline: More Than Chocolate, It's a Matakana Moment. Body: Step into our haven where the aroma of real chocolate welcomes you. See our chocolatiers at work and taste the passion poured into every tablet, bonbon, and decadent hot chocolate. It’s an experience crafted with honesty and love.
• •Headline: Real Ingredients. Real Flavour. Real Honest. Body: We let the exceptional quality of our single-origin cacao and carefully selected natural ingredients speak for themselves. Gluten-free, vegan-friendly, and always delicious – because everyone deserves an honest treat.