Some brands simply exist on store shelves. Others transport you. Maeve Chocolate is the latter. Formerly known as Seattle Chocolate, this Pacific Northwest staple underwent a transformative rebrand led by the mother-daughter team of Jean and Ellie Thompson. This isn’t just a new name, it's a reimagined identity that pushes boundaries in storytelling, sustainable sourcing, and bold flavors. Jean, the longtime CEO, took over Seattle Chocolate in the early 2000s, scaling it to $20 million in annual revenue while maintaining carbon neutrality. Now, with Ellie stepping into the role of Brand Manager, the company is redefining what chocolate can represent.

Seattle Chocolate was a fixture in its namesake city for over three decades. But to reach a broader audience, Jean and Ellie made the bold decision to rebrand. “The name was sort of holding us back for expansion,” Jean shared. “We wanted it to be a woman’s name, but something that wasn’t tied down to any specific era or expectation,” Ellie explained. With ambitions to elevate their mission of sustainability, Maeve was born. Inspired by Celtic mythology, the name represents strength and femininity, a vessel for storytelling that breathes new life into the brand's vision. 

Each flavor in the Maeve lineup is more than just chocolate; it's a character, a world, a narrative. Cheryl the Mint Fairy, Gretchen the Wild Blackberry Bear, and other whimsical characters form a universe that invites discovery. To bring this world to life, Maeve partnered with Brooklyn-based design agency Young Jerks. Together, they created a bold, maximalist design that captures attention with flavors like Moon Rocks and 14-Carrot Cake. Maeve isn’t just chocolate, it's a storytelling engine that allows consumers to connect with each bar in a meaningful way. 

Ethical Sourcing and Sustainable Growth

At the heart of Maeve’s transformation is a commitment to ethical sourcing and sustainability. Jean’s vision of a “chocolate renaissance” is not just about reimagining the brand, it's about rethinking the cocoa supply chain. Maeve partners with farms in Peru, Ghana, and the Dominican Republic, ensuring fair wages and sustainable practices. As Ellie puts it, “When they buy Maeve, they're voting with their dollar to help save cocoa.”

In an unprecedented move, Maeve began making its own dark chocolate at their facility in Tukwila, Washington. This vertical integration allows for greater control over flavor, quality, and sustainability. “We know where our beans are coming from to make sure that we have good lives. It’s traceable, sustainable, and leads with fun,” Jean shared. In an industry facing significant supply chain challenges, Maeve’s dedication to ethical sourcing sets it apart.

Building a Multi-Channel Strategy

Maeve’s growth strategy is multi-channel, with a heavy emphasis on retail. About 75% of its revenue comes from wholesale, thanks to strong partnerships with key retailers like Sprouts, PCC, and Hudson News. Their geo-targeted ads, in-store campaigns, and a bold Seattle billboard introduced Maeve to new markets while solidifying its presence locally.

Beyond brick-and-mortar, Maeve is expanding its e-commerce footprint with a revamped website designed to immerse consumers in the world of Maeve. The platform serves as both a digital storefront and a storytelling experience, showcasing the brand's mission, characters, and sustainable practices. The strategy is clear: make Maeve accessible to chocolate lovers everywhere, whether in-store or online.

The Mother-Daughter Duo Driving Change

At the heart of Maeve’s reinvention is the synergy between Jean and Ellie Thompson. More than just a mother-daughter duo, they are visionaries driving Maeve into its next chapter. Ellie’s fresh perspective paired with Jean’s seasoned experience forms the backbone of Maeve’s mission-driven growth. Together, they honor the legacy of Seattle Chocolate while steering the brand into bold new territories.

“It’s like any parent’s dream to work with their child and see their legacy evolve,” Jean reflects. This partnership is more than business; it’s the cultivation of a brand that stands for something bigger than chocolate. It’s about community, sustainability, and a deeper connection with the people who enjoy their products.

The Future of Maeve Chocolate

Maeve Chocolate is more than a rebrandit’s proof that with bold vision, strong storytelling, and an unwavering commitment to sustainability, even the most established brands can reinvent themselves. Maeve stands as a testament to strategic risk and story-driven branding that unlocks entirely new possibilities.

As Jean and Ellie continue to expand Maeve's world, one thing is certain: this is just the beginning.