Brand Tone

Passionate, Sophisticated & Artisan, Experiential & Educational, Welcoming & Community-Oriented, Curated

Brand Values

• •Quality
• •Craftsmanship
• •Experience
• •Passion
• •Ethical Sourcing
• •Education & Discovery
• •Community

Best Practices

• •Emphasize the "Why" Not Just the "What": Don't just describe a chocolate bar; tell the story of its origin, the meticulous craft behind it, or the passion that inspired it. Connect with the "love of great food" and "sharing that love" values.
• •Use Sensory and Evocative Language: Appeal to all senses. Words like "meticulously crafted," "authentic genetic flavors," "extraordinary flavor range," "heavenly scent" create a richer, more indulgent picture.
• •Highlight the "Experience" Aspect: Consistently promote tastings, classes, fondue nights, and afternoon tea. Frame products not just as items to buy, but as gateways to unique experiences.
• •Maintain an Educated but Accessible Voice: Share knowledge about cacao origins, tasting notes, and the bean-to-bar process in a way that is informative and elevates the customer's appreciation, without being intimidating.
• •Incorporate Community and Connection: Speak to the joy of sharing, the experience of food bringing people together, and the local connections (e.g., Utah inclusions, events). Use engaging questions on social media to foster a sense of community.

Social Perception

High-Quality & Gourmet, Experiential Destination, Local Gem, Knowledgeable & Passionate, Aesthetic Appeal

Copy Examples

• •Headline: Discover a World Beyond Chocolate. Body: At Taste 117, "fine chocolate" is just the beginning. Journey with us through meticulously crafted bean-to-bar creations, curated global flavors, and immersive tasting experiences that awaken the senses. Indulge your curiosity.
• •Headline: The Art of Indulgence, Perfected. Body: From the ethically sourced cacao bean to the final, exquisite bar, every Taste 117 chocolate is a testament to passion and precision. Join our next Chocolate & Wine Pairing evening and experience craftsmanship you can taste.
• •Headline: More Than a Treat. It's a Tradition in the Making. Body: Gather your loved ones for our signature Fondue Night, or share the delight of our Afternoon Tea. At Taste 117, we believe the best flavors are those shared. Create delicious memories with us.
• •Headline: Unlock the Secrets of Cacao. Body: Ever wondered how raw cacao transforms into the decadent chocolate you adore? Our bean-to-bar workshops and guided tastings illuminate the journey, inviting you to explore the rich, complex flavors of the world's finest beans. Your palate will thank you.
• •Social Media Post (Instagram/Facebook): Image: A stunning flat lay of various artisan chocolates, perhaps with some raw cacao beans or a cup of their award-winning hot chocolate. Caption: Fall in love with flavor, one bite at a time. ❤️ Our passion is crafting unforgettable chocolate experiences, from single-origin bars that tell a story of their terroir to tasting events that bring our community together. What Taste 117 experience are you dreaming of? Let us know below! 👇 #Taste117 #FineChocolate #ArtisanChocolate #BeanToBar #ProvoFood #UtahEats #ChocolateLover #FoodExperience