Seattle Chocolate, founded in 1991, almost achieved its end, just a decade in business after the earthquake in Nisqually destroyed its production plant.
Jean Thompson, one of the company’s dozens of investors, entered to save lots of him. She became the owner, saving the machines and transferring operations to a different location. Six weeks later, when the general director gave up, she also took this position – and never looked back.
Over the past two a long time, the company has increased from around 35 to 75 employees, has about $ 20 million in annual revenues, provides 10% net profits to finance projects to enhance the lives of cocoa farmers and has change into neutral in terms of carbon dioxide emissions in 2022.
Now the company is undergoing daring, Rebrand imagination, announced at the starting of this month – and changes its name to Maeve.
Image loan: Courtesy of Maeve
“In other regions, while we could get distribution, consumers did not pull him out of the shelf.”
Thompson never liked the name Seattle Chocolate, noticing that it seemed too limiting and regionally connected. “The data was there that we did really well in our own yard, in the north -western Pacific,” explains Thompson, “but in other regions, while we could get distribution, consumers did not get it out of the shelf.”
But the company has been chocolate in Seattle for over 20 years. Thompson thought it was time to renew his name.
However, talking to her daughter Ellie Thompson, the head of the company’s brand, modified her perspective. “She said:” I like Seattle Chocolate, but it’s not cool, “says Thompson.
Thompson agreed and willingly made the brand attractive to new recipients, such as the Z gene, decided to go through it.
“I’m an without end green company,” says Thompson. “I don’t need to show around; I do not just need to sell corporations. I would like to speculate in it in a way it will likely be without end, because I think you possibly can really change something then.”
“[It’s]It’s really capricious [design]And he almost takes you to the fantasy place. “
Few people know that the company is the property of girls, so they desired to run with the index name, says Thompson. Despite this, landing on the recent company name and branding lasted about a 12 months – and it was not without challenges.
Ultimately, Thompson collaborated with three different agencies on the rebrand. The first agency gave them a name that many people liked, but Thompson was not sold. After all, they might not get a trademark, so they returned to the drafting board.
The second agency would help in the recent brand name. Thompson joked at the band that the “Chocolate Goddess” was looking for her, stopping trademarks, which marked them a recent creative path: the names of the goddess. “Maeve” was one of them – and resonated on double fronts.
“She is the Irish queen of a warrior from the first century, who believes that women are equal,” says Thompson, “and every time I tell this story,” Wow. Novel Concept “. She too [hailed] From the Ireland region, from which my grandparents come. So I’m like I think she is my girlfriend. “
Image loan: Courtesy of Maeve
Thompson has collaborated with the third agency to create a brand project that exists today.
Now the colourful Maeve home, dynamic with wave illustrations, ship and siren, encourages guests to “arrive with us to a distant land”, before it gives solution to the next show, which re -introduces Seattle chocolate as Maeve, “where ethical meets delicious”.
“[It’s]It’s really capricious [design]And it almost takes you to the fantasy place, “says Thompson. Chocolate itself is at all times an escape, adds Thompson, but the recent branding Maeve offers consumers one other layer of escapism: filled with descriptions of” supporters “products and a funny staffing of the character.
(*20*) explains Thompson. “[The agency] He even developed a map for us. We want to blow off the door from how chocolate was previously sold. “
“You must follow the intestine because you set the course for this particular company.”
According to Thompson, a few aspects helped Maeve to perform an effective rebrand.
First of all, Thompson has been involved in the whole company from the very starting. Thompson says it was essential to get any fears and fears to give you the option to resolve them.
The band also had to research every aspect of the product line at that point. The re -evaluation led to some changes, equivalent to the conversion of “truffles” to “Bonbon” and melting some flavors that were burdensome for production. Allowing for a lot of time to enhance the product offer – which took about three years for Maeve – helped put solid foundations for the rebrand.
Image loan: Courtesy of Maeve
Communicating the change of loyal customers of the company was also mandatory and sometimes difficult.
Consumers on the northern Pacific, who have loved chocolate for years, felt a bit “betrayed” after changing the name, explains Thompson. Maeve fulfilled “a bit of a negative explosion” with the promise to make sure the same quality product and commitment to its value.
Thompson’s critical lesson learned during Rebrand Maeve – and one that she recommends to all entrepreneurs to take to heart – it is simply essential to take heed to your instincts.
“You have to follow the intestine because you set the course for this particular company,” says Thompson. “You are an engine. If you don’t trust yourself, it will go wrong and you will be angry at yourself. If you trust yourself, [even if] You follow your intestine and fail, [at least you can say]”But I believed it was right.”