Seattle Chocolate, a company recognized for its ethical chocolate practices for over 30 years, is undergoing a transformation and rebranding itself as Maeve. This new brand aims to reflect a sense of imagination, flavor, and impact while continuing its commitment to empowering women and supporting cocoa farmers. The decision to rebrand was initiated by Owner and CEO Jean Thompson and her daughter, Ellie Thompson, who sought to broaden the brand’s reach beyond Seattle while remaining true to its foundational values.
The name Maeve is inspired by an Irish warrior queen and symbolizes strength and boldness. The rebranding is intended to provide consumers with an ethical and enjoyable chocolate experience. Jean Thompson stated, “Maeve represents everything we’ve always stood for—transparency, joy, and making a meaningful impact through chocolate.” Ellie Thompson added, “Maeve isn’t just a new name; it’s a new energy,” highlighting the brand’s aim to infuse excitement into the chocolate experience.
To facilitate this transformation, Maeve collaborated with the independent brand and packaging studio Young Jerks. This partnership aims to create a whimsical and imaginative branding experience, featuring characters such as Greg Glitter and Cheryl the Forest Nymph. The goal is to engage consumers with a light-hearted approach to craft chocolate.
Maeve is dedicated to responsible sourcing practices, directly obtaining cocoa from farmers in Ghana, Peru, Tanzania, and the Dominican Republic, ensuring fair compensation and sustainability. In cases where direct sourcing is not feasible, the company uses Rainforest Alliance Certified cocoa. Maeve also commits 10% of its net profits to initiatives that enhance the lives of cocoa farmers, including providing fresh water and funding sustainable agricultural practices.
Since its inception in 1991, Seattle Chocolate has been known for its Truffle Bars and Bonbons. With the rebranding to Maeve, the company is introducing a variety of new flavors and vibrant packaging. Recent finalists for the 2025 NEXTY Awards include Maeve’s Dark Chocolate Medley and the Maeve Loves You Bonbon box. Maeve’s products, including Truffle Bars and Bonbons, are available for purchase online and will soon be found in various retailers across the country, including World Market and Sprouts Farmers Market.