Seattle Chocolate rebranded as Maeve in bid to expand beyond US city

Having been around for three decades, the ethical chocolate brand wanted to capitalise on its potential by reengineering its brand to appeal nation-wide. Independent brand and packaging studio The Young Jerks was brought onboard to craft an identity that could also retain the company’s deeply held values of empowering women, supporting cocoa farmers and crafting deliciously fun chocolate.

The new identity centres on Queen Maeve, a legendary warrior queen from Irish mythology, as a representation of the brand’s strength and fearlessness when it comes to chocolate.

Jean Thompson, owner and CEO of Seattle Chocolate Company, says, "Maeve represents everything we’ve always stood for – transparency, joy and making a meaningful impact through chocolate.”

In addition to underlining the company’s commitment to sourcing chocolate responsibly from farmers based in Ghana, Peru, Tanzania and the Dominican Republic, New York creative studio The Young Jerks added imagination and fun to the visual identity. For instance, new brand characters Greg Glitter, Cheryl the Forest Nymph and Pinkbeard the Pirate add a quirky side to the brand. 

Maeve’s brand manager, Ellie Thompson, adds, "Maeve isn’t just a new name; it’s a new energy. We’re bringing excitement to chocolate in a way that feels fresh, imaginative and fun. We have always believed that a little treat can have a big impact, and with Maeve, we’re making that impact bigger than ever."