Brand Tone

Passionate, Premium, and Conscientious

Brand Values

• •Being "Remarkable"
• •Quality and Craftsmanship
• •Sustainability and Ethics
• •Natural Ingredients
• •New Zealand Identity

Best Practices

• •Lead with "Remarkable": Use the brand's name as an adjective. Frame products and experiences as "remarkable," reinforcing the core brand promise in headlines, descriptions, and calls to action.
• •Use Sensory and Passionate Language: Incorporate evocative words that appeal to taste, touch, and sight (e.g., "velvety," "crispy," "handcrafted," "beautiful," "divine"). This elevates the product from a simple candy to a full sensory experience.
• •Always Mention "Made in New Zealand": Consistently reinforce the brand's local identity. This builds trust with the domestic market and creates a point of difference for potential export markets.
• •Weave in Values: Don't just state the values; show them. Instead of saying "we are sustainable," explain *how* (e.g., "crafted with sustainably farmed cacao and wrapped in recyclable packaging"). This makes the values tangible and authentic.
• •Maintain a Premium yet Approachable Tone: While the product is positioned as a luxury item, the founding story is one of passion and local markets. The copy should reflect this by being confident and sophisticated, but also warm, friendly, and transparent, especially in community interactions on social media.

Social Perception

A High-Quality, Delicious Treat

Copy Examples

• •Sight, sound, snap, and scent. We believe remarkable chocolate should be an experience for all the senses. Introducing our new 72% Ghana Dark Chocolate block iscrafted in small batches right here in New Zealand for a velvety taste that simply unforgettable. It smore than a treat; it sa moment.
• •Give a gift that uly remarkable. Our handcrafted chocolate barks are made with mindfully sourced ingredients, award-winning chocolate, and stunning packaging. From our kitchen to theirs, it uly the perfect way to share a delicious, beautiful, and sustainable moment.
• •Pure, simple, and delicious. Our Organic Collection is crafted with certified fair-trade cacao, natural ingredients, and a passion for quality you can taste in every piece. Doing the right thing never tasted so good.
• •Gather around and create a memory. Our Remarkable S'mores Kit brings a touch of handcrafted luxury to a timeless classic. Featuring our signature small-batch chocolate and fluffy marshmallows, it uly the perfect ingredient for joy.
• •For us, 'remarkable' isn't just about taste. It uly about leaving things better than we found them. That uly why we choose sustainable ingredients, support fair-trade farmers, and use recyclable packaging. Thank you for being part of our journey to create chocolate that uly as good for the planet as it is for the palate.