business backgrounder | branding why rebrand now?
What inspired the CEO to take the leap 23 years into her leadership journey? Youthful energy. Ellie Thompson, a 2019 graduate of Scripps College and Thompson’ s daughter, joined the company right out of college as senior brand manager. She grew up with the business. An early“ job” was painting a wall when she was 5. She worked in the retail store as soon as she was old enough.
But after three years in her leadership role, the younger Thompson shared an insight with her mom:“ Mom, I’ m in love with the brand … but it’ s not cool,” she said.“ It’ s just faded and unappealing.”
It was the kick out of the comfort zone the elder Thompson needed.“ Millennials already have the buying clout. They’ re already the consumer. And boomers, we still buy a lot and matter a lot to me, but we’ re not the influencers,” said Thompson.
So, they began a three-year process to completely reimagine the brand.
“ We wanted to change its appeal to be younger, more today. And further, to tell our story a little bit better. We’ re so much more than just chocolate. We’ re carbon neutral. We try to source our cocoa ethically and sustainably. We care deeply about the category and the product,” she said.
With reimagined branding, the company can lead with fun and joy and leave guilt or moral obligation out of the corporate story.
“ Chocolate is a respite. People don’ t want to feel guilty when they indulge,” said Thompson.
Jean Thompson and her daughter, Ellie, recently rebranded their longtime Seattle Chocolate product as Maeve. the rebrand process
The Thompsons worked with three agencies in three years to put together the right pieces for the branding overhaul.
One agency contributed the name, then The Young Jerks from Brooklyn, New York opened huge possibilities with their outsized imaginations and creativity.
The Young Jerks’ whimsical design approach became the brand’ s new energy.
“ Our number one mission, our big hairy audacious goal— as it was coined years ago— is to save chocolate.”
— Jean Thompson, CEO, Seattle Chocolates
“ I never would have said to them,‘ What I’ m looking for is characters, animals, fantasy, whimsical maximalist graphics.’ I never would have said that. But that’ s what they delivered, and I instantly loved the look— as did Ellie, my daughter … She’ s a genius at appealing to her generation.”
Once the Thompsons approved the concepts, the logistics of overhauling the brand were massive: 19 bars, 19 bonbon flavors, multiple packaging formats, and fall 2025 37