business backgrounder | branding
Unwrapping the Future: Chocolate That Speaks Millennial
Maeve, a rebrand rooted in purpose, ethics and joy, opens a sweet new chapter for Seattle Chocolate.
Edie Jeffers
Seattle Chocolate rebrands as Maeve to become more appealing to today’ s younger, hipper and more socially conscious consumers.
At A Glance
Seattle Chocolate rebranded as Maeve earlier this year.
CEO Jean Thompson took on rebranding 23 years into her role.
Why now? It’ s about relevance and youthful insight from her senior brand manager and daughter, Ellie Thompson.
With a vibrant look, a story that connects, and a next-gen leader on deck, Maeve is ready to spread joy and flavor to a whole new audience that may not have found it before. And they did it all without losing the soul of the company.
Maeve was a finalist for AWB’ s 2025 Excellence in Family-Owned
Business Award.
jcocochocolate. com maevechocolate. com
When Jean Thompson took charge of Seattle Chocolate 23 years ago, she felt the name felt geographically limited, but the company was already 10 years old.
“ It wasn’ t broken— it was just limiting,” said Thompson, CEO of the
“ We knew we nailed it when agencies and younger customers said,‘ This is the coolest thing ever.’”
— Jean Thompson, CEO, Seattle Chocolates
company that this year rebranded as Maeve.“ I didn’ t do anything about it because I thought,‘ oh, it’ s really too late. Now it’ s a 30-year-old company.’” So why change course with a brand known for quality with a loyal following? For Thompson, it was all about relevance. Far beyond changing the window dressing, becoming Maeve was a strategic move to connect with today’ s consumers and showcase the company’ s ethos.
36 association of washington business