Brand Tone

Artisanal & Passionate, Proudly Filipino & Authentic, Innovative & Adventurous, Quality-focused & Premium, Down-to-earth yet Ambitious

Brand Values

• •Love & Passion
• •Filipino Heritage & Pride
• •Quality & Craftsmanship
• •Innovation & Fearlessness
• •Local Sourcing & Community Support
• •Authenticity & Transparency

Best Practices

• •Embrace "Fearlessly Filipino": Always weave in elements of Filipino pride, whether it's highlighting local ingredients, cultural inspirations for flavors, or the brand's pioneering spirit in the local chocolate scene. Use evocative language that paints a picture of the Philippines.
• •Speak with Passion and Authenticity: Let the genuine love for chocolate, craftsmanship, and Filipino heritage shine through. Share the story behind the flavors and the bean-to-bar process. Avoid overly corporate or generic language.
• •Highlight Quality and Artistry: Consistently use words that convey the premium nature of the chocolates – "artisan," "handcrafted," "single-origin," "high-quality cacao," "rich," "smooth," "masterpiece."
• •Be Adventurous and Playful (when appropriate): Especially when describing unique flavors, don't be afraid to use playful, intriguing, and slightly "spunky" language that reflects the brand's innovative spirit and "fearless flavors."
• •Maintain a Warm and Inviting Voice: While ambitious and quality-driven, the brand also has a "down-to-earth" aspect. Ensure the copy feels welcoming, making customers feel like they are part of a special discovery and a shared love for exceptional Filipino chocolate.

Social Perception

High-Quality & Delicious, Uniquely Filipino, Gift-Worthy & Aesthetically Pleasing, Innovative & Exciting, Respected & Award-Winning, Socially Conscious

Copy Examples

• •Headline: Theo & Philo: Fearlessly Filipino Flavors, Crafted with Love. Body: Discover the Philippines' first bean-to-bar chocolate, where passion meets heritage in every bite. We journey from Davao's cacao farms to your taste buds, creating unique, award-winning chocolates that tell a story of our islands. Taste the adventure.
• •Social Media Post (Image: Close-up of the Dark Chocolate with Labuyo Chili bar): Spice up your day the Filipino way! Our Dark Chocolate with Labuyo Chili is a daring dance of rich cocoa and fiery local chili. It’s not just chocolate, it’s a statement. #FearlesslyFilipino #TheoAndPhilo #ArtisanChocolate #SpicyChocolate #PhilippineFlavors
• •Product Description (for Milk Chocolate Turon): Remember the sweet delight of a classic Filipino Turon? We've wrapped those cherished memories in smooth, creamy milk chocolate. Crunchy, caramelized banana notes meet our signature bean-to-bar chocolate for a taste of pure, nostalgic joy. Experience a Filipino fiesta in every square.
• •About Us Snippet: At Theo & Philo, "chocolate and love" isn't just our name, it's our recipe. We lovingly craft each bar from single-origin Philippine cacao, celebrating the fearless flavors and rich heritage of our homeland. Join us in savoring a true taste of the Philippines.
• •Email Subject Line: Unbox a Taste of Filipino Artistry 🇵🇭✨ Email Body: Escape the ordinary. Theo & Philo invites you to explore a world where traditional Filipino ingredients are transformed into extraordinary chocolate experiences. From the tangy zest of Green Mango & Salt to the comforting notes of Barako Coffee, each bar is a testament to our passion for quality and our nation's vibrant culture. Find your new favorite today.