Brand Tone

Passionate, Artisanal/Craft-focused, Informative/Educational, Authentic/Honest, Down-to-Earth/Approachable, Appreciative

Brand Values

• •Quality & Craftsmanship
• •Transparency
• •Ethical Sourcing & Sustainability
• •Origin Appreciation
• •Simplicity/Purity
• •Passion
• •Community

Best Practices

• •Emphasize the 'Why': Always circle back to the passion for craft, quality, and ethical sourcing. Explain why the bean-to-bar process matters, why single-origin is special, and why ethical relationships with farmers are crucial.
• •Use Sensory and Storytelling Language: Describe the flavors, aromas, and textures in a way that transports the reader. Share the stories of the bean origins, the farmers, or the founders' journey to make the brand relatable and engaging.
• •Maintain Authenticity and Transparency: Be open about the ingredients and processes. Avoid overly corporate or salesy language. Let the genuine passion of the founders and the quality of the product speak.
• •Educate, Don't Just Sell: Provide value by teaching customers about the nuances of craft chocolate, cacao origins, and the importance of ethical practices. This builds trust and positions the brand as an authority.
• •Keep it Human and Relatable: Share the personalities behind the brand. Use 'we' and 'our' to foster a connection. Acknowledge the community and the shared love for great chocolate. Incorporate the founders' voice, which is passionate and knowledgeable yet approachable.

Social Perception

High-Quality Artisan Product, Knowledgeable and Passionate Owners, Ethically Minded, Unique Flavor Experiences, Local Gem with National Reach, Transformative Experience

Copy Examples

• •Headline: From Bean, To Bar, To Bliss. Body: We don't just make chocolate; we coax out its soul. Each Seahorse Chocolate bar begins as carefully sourced cacao, drum-roasted right here in Bend to unlock its unique story. Taste the journey. Taste the craft.
• •Headline: Know Your Chocolate. Love Your Chocolate. Body: Ever wondered what makes Tanzanian cacao sing? Or why Peruvian beans have that distinct fruity note? We obsess over these details. Join us on a flavor expedition with our single-origin bars – just pure cacao and organic cane sugar. Because real taste needs no disguise.
• •Headline: More Than Just a Treat. It's a Connection. Body: For us, chocolate is about relationships – with the dedicated farmers who grow our exceptional beans, the unique lands they come from, and with you. Every bar is a piece of that story, crafted with care and a commitment to ethical sourcing.
• •Headline: The Seahorse Vibe: Good Music, Great Chocolate. Body: Our Bend roastery runs on two things: killer playlists and the pursuit of the perfect chocolate. We believe making tasty chocolate is an art, a science, and a whole lot of fun. Taste the passion in every small batch.
• •Headline: This is What Real Chocolate Tastes Like. Body: Two ingredients: exceptional cacao beans and organic cane sugar. That's our foundation. We believe in letting the true flavor of each origin shine, unmasked and unforgettable. Ready for an 'aha!' chocolate moment?