Seattle Chocolate Rebrands, Unveils New Name and Packaging Design

‘Ethical’ chocolate brand Seattle Chocolate has announced it is rebranding to “Maeve”.

This marks the brand’s first major change in over three decades.

The rebranding initiative is said to have originated from discussions between Seattle Chocolate owner and CEO Jean Thompson and her daughter and Seattle Chocolate brand manager Ellie Thompson.

Together, the trio envisioned a strategy to connect with a new generation of chocolate fans beyond the Seattle area.

The woman-owned chocolate brand subsequently partnered with brand and packaging studio, Young Jerks, to create what is described as “a whimsical world of imagination and flavour”.

“We wanted to redefine what a premium chocolate company can be,” explains Dan Cassaro and Dan Christofferson, partners and Creative Directors of Young Jerks. “Big silly ideas, immersive visual storytelling, and copy that speaks in a tone usually reserved for your close friends.”

While the packaging designs encompass over 20 different flavours, the new name is said to have been inspired by Medb, a famous queen from Irish mythology.

“Maeve represents everything we’ve always stood for – transparency, joy, and making a meaningful impact through chocolate,” says company boss, Jean Thompson.

“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,” adds Ellie Thompson.

Source: Maeve