Brand Tone

Artisanal, Passionate, and Welcoming.

Brand Values

• •Ethical & Sustainable Practices
• •Uncompromising Quality
• •Community & Collaboration
• •Artisanal Craftsmanship

Best Practices

• •Lead with Passion, Support with Facts: Start with evocative, sensory language that conveys your love for chocolate. Follow up with the tangible reasons your product is special —single-origin, fair trade, organic, local collaborations.
• •Tell the "Why" Behind the "What": Don't just say you use compostable packaging; explain that it's part of your commitment to being plastic-free and sustainable. Don't just list ingredients; tell the story of the local producers you partner with. This builds a deeper connection.
• •Embrace the "Artisan & Scientist" Duality: Use precise, knowledgeable language about the chocolate-making process (e.g., "couverture," "single-origin") to build authority. At the same time, use warm, creative, and welcoming words to describe the flavors and the in-store experience.
• •Celebrate Your Community: Regularly feature your collaborations, the local artists who design your wrappers, and positive customer stories or reviews in your content. This reinforces your value of human connection and strengthens your local identity.
• •Maintain a Consistent Visual and Verbal Language: Ensure the high-quality, artisanal feel of your photography and packaging is matched by the copy. The words should be as carefully crafted as the chocolates themselves—elegant, thoughtful, and authentic.

Social Perception

Premium, Trustworthy, and Delightful.

Copy Examples

• •Heat, meet Zest. Our new Smoked Chilli & Lime bar is a dance of sensations. We start with our signature 66% São Tomé single-origin dark chocolate, then introduce a gentle warmth of smoked chili, and finish with a bright kick of fresh lime. It’s a bar born from our research kitchen, crafted in small batches, and wrapped in art. Ready for an adventure? Available online and in our Thorndon chocolaterie now.
• •More Than Just Chocolate. It's a Story. From ethically sourced, single-origin cacao to our Wellington kitchen, every bar we craft is a commitment to quality, community, and compostable packaging. Taste the care in every bite.
• •Your Wellington Chocolate Destination. Looking for truly special, artisan chocolate? At La Petite in Thorndon, we pour our passion for science and craft into every bonbon and bar. Run by husband-and-wife team Sel and Asli, we're dedicated to ethical, sustainable, and ridiculously delicious chocolate. Come say hello at 277 Tinakori Road and discover your new favorite treat!
• •🍂 An Autumn Embrace from Our Kitchen Hello [Customer Name], as the leaves turn, our chocolatiers are inspired by the season's warmth. Discover our new Hazelnut & Cherry bar, a perfect companion for cooler evenings, and see how your support helps us continue our plastic-free promise...
• •A collaboration born from a love of local craft. We've paired our rich, fair-trade dark chocolate with freshly roasted espresso beans from our friends at Hawthorne Coffee Roasters. The result is a satisfyingly deep chocolate flavor with a bold, aromatic crunch. It’s your morning coffee and afternoon treat, all in one. Handmade in Wellington, wrapped in compostable packaging. Ingredients: Cacao, Cane Sugar, Cocoa Butter, Hawthorne Coffee Beans. Vegan. Gluten-Free.