Brand Tone

Health-conscious and Informative, Passionate and Authentic, Enjoyment-focused and Indulgent (Guilt-Free), Modern and Engaging, Transparent

Brand Values

• •Naturalness: Prioritizing natural, organic ingredients and avoiding artificial additives, emulsifiers, or palm oil. The core idea is "perfection is achieved when nothing more can be left out."
• •Health and Wellbeing: Offering a chocolate that supports a healthier lifestyle by eliminating refined sugar and using nutrient-rich dates.
• •Enjoyment & Indulgence: Believing that healthy eating should not mean sacrificing pleasure; their chocolate is made for conscious enjoyers.
• •Sustainability & Fair Trade: Using environmentally friendly packaging (like paper or compostable film) and sourcing fair-trade cacao. They aim for fair relationships with suppliers.
• •Simplicity & Purity: Often highlighting the minimal number of ingredients in their products (some as few as two or three).
• •Consciousness: Encouraging awareness about what we consume and its impact on our bodies and the environment.

Best Practices

• •Prioritize "Natural" and "Wholesome": Always highlight the natural ingredients, the absence of refined sugar, and the wholesome benefits of dates. Use words like "pure," "real," "honest," "organic."
• •Speak with Passion and Authenticity: Share the brand's origin story and the founders' mission. Let the genuine enthusiasm for creating a better chocolate shine through.
• •Balance Health with Indulgence: While emphasizing the health aspects, never forget that chocolate is a treat. Use language that evokes enjoyment, pleasure, and satisfaction ("blissful," "delicious," "joy," "indulge").
• •Educate Gently: Inform customers about the benefits of dates versus refined sugar and the quality of your cacao, but do so in an accessible and non-preachy way. Focus on the positive outcomes (e.g., "sustained energy" rather than just "low glycemic").
• •Be Transparent and Clear: Use straightforward language. Clearly list ingredients and be open about sourcing and ethical practices. This builds trust and reinforces the brand's integrity.

Social Perception

Innovative and Healthy Alternative, High Quality and Premium, Trustworthy and Transparent, Tasty (with a unique profile), Ethically Minded

Copy Examples

• •Headline: Indulge Freely. Taste Real. Body: Discover makri-schokolade: crafted with the pure sweetness of dates and the richness of organic cacao. No refined sugar, just pure, blissful chocolate moments. Because treating yourself should feel as good as it tastes. Call to Action: Explore Our Natural Collection.
• •Headline: Sweetened by Nature, Perfected by Passion. Body: We started makri with a simple idea: chocolate as it should be. Just a few honest, organic ingredients, with sun-ripened dates for a gentle, caramel sweetness. Experience the difference passion makes. Call to Action: Meet the Makers & Our Story.
• •Headline: Your Daily Dose of Joy, Naturally. Body: Who says delicious can't be wholesome? Our date-sweetened chocolates are packed with flavor and goodness, making them the perfect guilt-free companion for your coffee break, post-workout treat, or whenever you need a little lift. Call to Action: Find Your Favorite Flavor.
• •Headline: Real Ingredients. Real Chocolate. Real Good. Body: Tired of long ingredient lists and hidden sugars? So were we. That’s why makri-schokolade uses only the essentials: organic cacao, dates, and a lot of love. Pure, simple, and incredibly satisfying. Call to Action: Shop Clean, Eat Happy.
• •Headline (for a new flavor/product): Freshly Picked Flavor! Meet Our New [Flavor Name] Delight. Body: Get ready for a burst of [describe flavor notes, e.g., 'zesty citrus' or 'rich nougat'] perfectly balanced with our signature date-sweetened chocolate. It’s the wholesome indulgence you’ve been waiting for. Crafted with care, made for pure enjoyment. Call to Action: Be the First to Taste!