Brand Tone

Passionate & Artisanal, Educational & Transparent, Innovative & Quality-Focused, Approachable & Community-Oriented, Conscious & Ethical

Brand Values

• •Quality & Craftsmanship
• •Transparency
• •Sustainability & Ethics
• •Innovation
• •Community
• •Passion

Best Practices

• •Lead with Passion and Detail: Always convey the genuine enthusiasm for the craft. Use descriptive language that highlights the care, process, and unique qualities of the beans and the chocolate. Don't be afraid to get a little "geeky" about the science and art of chocolate making.
• •Emphasize Ethical Storytelling: Weave the brand's values of sustainability, fair trade, and ocean conservation into product descriptions, social media, and "about us" sections. This isn't just a feature; it's core to who Spinnaker is.
• •Educate and Empower the Consumer: Explain terms like "bean-to-bar," "single-origin," and the significance of the nib-roasting process. Help customers understand why these details result in a superior product and a more conscious choice.
• •Maintain an Approachable Expertise: While showcasing deep knowledge and a scientific approach, keep the language accessible and inviting. Use a friendly, confident tone that invites customers to learn and explore, rather than an exclusive or overly technical one. The TikTok presence is a good example of this balance.
• •Showcase the "Why" Behind the "What": Connect every product and process detail back to the core mission: creating the best possible chocolate, honoring the ingredients and their origins, and making a positive impact. Whether it's a new bar or a new café, explain how it aligns with Spinnaker's journey and values.

Social Perception

High-Quality & Gourmet, Innovative & Unique Flavors, Ethical & Trustworthy, Passionate Local Business, Smooth & Flavorful

Copy Examples

• •Headline: From Bean to Bliss: Discover the Spinnaker Difference. Body: We don’t just make chocolate; we obsess over it. From hand-sorting the world's finest cacao beans to our unique nib-roasting technique, every Spinnaker bar is a journey in flavor, ethically sourced and passionately crafted right here in Seattle. Taste the care in every bite.
• •Headline: Beyond the Bar: Chocolate with a Conscience. Body: Indulge in exceptional flavor that also gives back. At Spinnaker Chocolate, we craft award-winning, single-origin chocolate while championing sustainable practices and fair farmer partnerships. Plus, every bar helps clean our oceans. Good for your palate, great for the planet.
• •Headline: Unlock a World of Cacao: Why Single-Origin Matters. Body: Just like fine wine or coffee, the origin of cacao tells a story. Our Tanzania 70% bar whispers of tropical fruit, while our Belizean beans offer a different adventure. Explore the pure, distinct notes that our gentle nib roasting coaxes from each bean. Which origin will be your new favorite?
• •Headline: The Secret's in the Nib: Smooth Chocolate, No Bitterness. Body: Think dark chocolate has to be bitter? Think again. We pioneered a gentle roasting process focusing only on the cacao nib—the heart of the bean. The result? An incredibly smooth, deeply flavorful chocolate that lets the true character of the cacao shine. Experience the Spinnaker smoothness.
• •Headline: Join Our Voyage: A New Chapter for Spinnaker Chocolate! Body: We started in a garage, fueled by a passion for exceptional chocolate. Thanks to your incredible support, we're sailing into a new, exciting space! Soon, you can visit our Wallingford café & factory for tours, classes, and to savor the bean-to-bar magic firsthand. Follow our journey!