Brand Tone

Passionate, Ethical, and Premium

Brand Values

• •Ethical Production (Humble Vegan Ethics)
• •Artisanal Craftsmanship (Lovingly Handmade Products)
• •Sustainability and Local Sourcing (A Sustainability Focus)
• •Fairness (Fair-Trade Principles)
• •Purity and Health (Pared Back to its Healthy Best)

Best Practices

• •Develop a "Word Bank": Create a list of on-brand words and phrases. For Vegan Chocolate Co., this includes "decadent," "artisanal," "handcrafted," "ethical," "cruelty-free," "indulgence," "luxurious," "creamy," and "passion." Ensure all copywriters use this vocabulary.
• •Lead with Values, Support with Taste: Start with the "why"—the ethical and sustainable mission. Then, immediately connect it to the "what"—the delicious, high-quality taste. The tagline "TASTE COMBINED WITH ETHICS" is a perfect example to emulate.
• •Tell the Story: Go beyond product descriptions. Share stories about the ingredient sourcing (e.g., the hazelnuts from NSW), the history of cacao, or the months spent perfecting a recipe. This builds an emotional connection and reinforces the brand's authenticity.
• •Maintain a Warm and Confident Voice: The tone should be friendly and approachable, not arrogant. Use "we" to foster a sense of community and shared passion. Be confident in the quality of the product, using phrases like "We think we’ve done that" and "we know that only the best is good enough."
• •Ensure Visual and Textual Harmony: All copy should be paired with high-quality, professional visuals that reflect the premium, natural, and artisanal nature of the products. The text and images must work together to tell the same story of ethical indulgence.

Social Perception

The public perception of the Vegan Chocolate Company is overwhelmingly positive, centered on taste, quality, and ethics. Customers, including non-vegans, rate the chocolate as seriously good and heavenly. Many consider it the best vegan chocolate available, successfully replicating the creaminess of dairy milk chocolate. The clear messaging around vegan, cruelty-free, and fair-trade principles resonates strongly with consumers who value ethical purchasing. This makes the brand a go-to for conscious consumers. The chocolate is perceived as a luxury or treat item. While the price is noted as high by some, most customers feel the quality justifies the cost, positioning it as a worthwhile indulgence or a special gift. The brand is celebrated for its vegan versions of beloved Australian classics, which evokes a sense of nostalgia while aligning with modern dietary and ethical choices.

Copy Examples

• •From our hands to yours. Each chocolate we create is a testament to tradition, passion, and patience. Our master chocolatier spends months perfecting every recipe, ensuring that the first bite is nothing short of extraordinary. This isn’t just chocolate; it's a lovingly handcrafted experience. #HandmadeChocolate #ArtisanMade #VeganChocolateCo #SydneyMade
• •Indulgence You Can Feel Good About. Taste combined with ethics. Our chocolate is 100% vegan, cruelty-free, and made with fair-trade ingredients because we believe kindness is the most important ingredient of all. Treat yourself to decadent chocolate that aligns with your values. Shop now. #EthicalChocolate #VeganTreats #FairTrade #CrueltyFree
• •A delicious moment for everyone. Crafted with pure, locally sourced ingredients and free from dairy, our chocolates are a treat the whole family can share and enjoy. Pure joy, zero compromises.
• •Remember This? The Ultimate Throwback, Reimagined. We’ve taken a classic Aussie memory and given it a decadent, plant-based twist. Introducing our new "Wheelie"—a soft biscuit, fluffy marshmallow, and rich jam, all enrobed in our signature creamy vegan mylk chocolate. It’s the nostalgia you crave, made with the ethics you believe in. Get yours before they’re gone!
• •The Corporate Collection Bonbon Box. Impress your clients and reward your team with a gift that speaks to quality and integrity. This curated selection of our finest handmade bonbons showcases exquisite flavors and our commitment to artisanal, ethical craftsmanship. Elegantly packaged, it’s the perfect way to express appreciation and leave a lasting, positive impression.