Jane & Sue Chocolate

The Client: Jane & Sue Chocolate is a boutique chocolate shop and working artisan studio located in Stanley Bridge, Prince Edward Island. Sisters Jane and Sue specialize in high-end, abstract works of tempered art that are meant to be savoured.

The Challenge: In 2022, Jane and Sue hired me to help them develop a brand strategy and craft website copy for their new website. The existing website had a minimal copy and no brand strategy behind it. They knew they needed to establish and convey a unique brand position, while also sharing more about themselves because they are, effectively, the brand.

The Solution: We were starting with a fresh canvas and the sisters let me lead them through my signature brand strategy process. I built out The Difference Map and created a Brand Guide. It became very clear that J&S emulate the Creator brand archetype, along with a dash of Lover. I then used the Brand Guide to prepare copy that was on-brand and designed to resonate with their ideal clients.