Brand Tone

Passionate & Storytelling, Sophisticated & Artisanal, Conscious & Transparent, Innovative & Creative, Warm & Inviting

Brand Values

• •Quality & Purity
• •Ethical Sourcing & Sustainability
• •Craftsmanship & Artistry
• •Transparency
• •Innovation & Redefining Indulgence
• •Storytelling & Connection
• •Health-Consciousness
• •Environmental Feminism

Best Practices

• •Embrace Storytelling: Consistently weave narratives about the cacao origins, the farmers, the unique date sweetening process, and the founder's passion into all communications (website, social media, packaging). This reinforces the artisanal and conscious nature of the brand.
• •Use Evocative Language: Employ rich, sensory language when describing flavors, textures, and aromas to transport the consumer and highlight the premium quality and unique tasting experience.
• •Highlight Ethical Commitments: Regularly communicate the brand's values regarding ethical sourcing, sustainability, fair trade, and transparency. This builds trust and resonates with value-driven consumers.
• •Maintain Visual Consistency: Ensure that all visual content (photography, videography, graphics) aligns with the sophisticated, natural, and artisanal aesthetic observed on the website and Instagram. This reinforces the brand's premium positioning.
• •Educate and Inform: Share knowledge about the benefits of date sweetening, the nuances of single-origin cacao, and the importance of ethical practices in the chocolate industry. This positions Moiré as a knowledgeable and passionate leader in craft chocolate.

Social Perception

High-Quality & Artisanal, Ethically Conscious, Innovative Sweetener, Unique & Flavorful, Female-Owned Business

Copy Examples

• •Headline: Beyond Sweet: Discover the Soul of Cacao. Body: At Moiré, we craft chocolate that tells a story. Single-origin beans, sweetened only with organic dates, for an indulgence that’s pure, ethical, and profoundly delicious. Taste the difference dedication makes. Call to Action: Explore Our Origins.
• •Headline: Indulgence, Reimagined. Naturally. Body: Moiré Cacao: Where rich, dark chocolate meets the subtle sweetness of organic dates. No refined sugar, no shortcuts. Just pure, handcrafted artistry in every bar. Call to Action: Treat Yourself Consciously.
• •Headline: From Bean to Bliss, Ethically Sourced. Body: We believe true luxury lies in transparency and taste. Our small-batch chocolates support fair farming practices and celebrate the unique terroir of each cacao bean. Experience Moiré. Call to Action: Shop Our Ethical Collection.
• •Headline: The Art of Chocolate, Sweetened by Nature. Body: Founder Julia Ziegler-Haynes envisioned a chocolate that’s as kind to the earth as it is to your palate. Moiré is that dream, realized. Vegan options, innovative flavors, and the pure essence of date-sweetened cacao. Call to Action: Taste the Passion.
• •Headline: Unveil a World of Flavor. One Bar at a Time. Body: Each Moiré 'Origin Story' bar is a journey. From the warm spice notes of Ecuador to the fruity depths of Guatemala, discover the complex, captivating world of date-sweetened craft chocolate. Call to Action: Find Your Favorite Story.