Brand Tone

Passionate & Principled, Artisanal & High-Quality, Warm & Inviting, Educational & Transparent, Modern & Unique

Brand Values

• •Ethical Sourcing & Fair Labor
• •Sustainability & Regeneration
• •Quality & Craftsmanship
• •Community Conscious
• •Transparency & Education
• •Health & Wellness
• •Collaboration & Curiosity

Best Practices

• •Lead with Purpose: Always tie product descriptions and promotional content back to Oro's core values of ethical sourcing, regeneration, and community impact. Don't just sell a chocolate bar; sell the story and the positive change behind it.
• •Embrace Storytelling: Share narratives about the Nicaraguan farmers, the journey of the beans, the regenerative practices, and the founder's mission. This makes the brand relatable and its values tangible.
• •Use Sensory and Evocative Language: Describe the "fruity and floral notes" of the cacao, the "rich aroma" of the coffee, and the "beautiful ambiance" of the cafe. Appeal to the senses to convey the quality and unique experience.
• •Be Transparent and Educational: Continue to share insights into the bean-to-bar process, the challenges of the industry, and what makes Oro different. Position the brand as a knowledgeable and trustworthy guide for consumers.
• •Maintain a Warm and Inclusive Voice: Whether on social media, the website, or in-store signage, the tone should be welcoming, passionate, and respectful, inviting customers to be part of a positive movement. Reflect the cafe's aim to be a community hub.

Social Perception

Positively Perceived for Quality and Ethics, Appreciated for Ambiance, Seen as a Unique & Special Destination, Considered a Bit Premium/Expensive by Some, Authentic Nicaraguan Connection, Vegan-Friendly

Copy Examples

• •Headline: Beyond the Bar: Taste the Revolution of Regenerative Chocolate. Body: At Oro, every bite and sip tells a story of Nicaraguan rainforests rejuvenated and communities empowered. We craft our chocolate and coffee right here in Chicago, from beans we know by heart. It’s not just a treat; it’s a choice for a better world. #OroChocolate #EthicalIndulgence #BeanToBarChicago
• •Headline: Your Daily Ritual, Reimagined. Body: Step into Oro Chocolate & Coffee, where the aroma of freshly roasted Nicaraguan coffee meets the rich scent of artisanal chocolate being made before your eyes. Discover unique flavors like our Golden Milk Mocha and experience a café that’s as committed to community as it is to craft. #WickerParkCoffee #CropToCup #OroExperience
• •Headline: Know Your Farmer, Know Your Chocolate. Body: We believe in transparency from the Nicaraguan farms to our Chicago café. Our direct relationships ensure ethical practices and exceptional quality, bringing you chocolate and coffee that’s as honest as it is delicious. Learn our story, taste the difference. #DirectTradeChocolate #SustainableSips #OroValues
• •Headline: More Than Just Sweet: It’s a Movement. Body: Tired of "Big Chocolate" and its hidden costs? So are we. Oro Chocolate & Coffee was born from a desire for real change – for our planet and our people. Join us in supporting regenerative agriculture and savoring the pure, complex flavors of Nicaraguan cacao. #RethinkChocolate #OroImpact #ConsciousConsumption
• •Headline: From Our Hands to Yours: The Art of True Cacao. Body: Experience the journey. From handpicked Nicaraguan beans, roasted and tempered in our Wicker Park lab, to the exquisite chocolate bar or perfectly brewed coffee in your hands. This is craftsmanship you can taste and ethics you can trust. #ChicagoArtisans #OroCrafted #NicaraguanGold