✒ Project Overview
Client: Liana’s Chocolate
Sector: Artisanal Food / Social Enterprise / Agriculture
Mediums: Print Collateral, Brand Brochure
Project Scope: Brand Storytelling, Product Descriptions, Advocacy Messaging, Copy Strategy
🟢 Background
Liana’s Chocolate is not just another craft chocolate brand — it is a movement rooted in heritage, resilience, and empowerment. Based in Zamboanga del Sur, Philippines, the brand champions the excellence of homegrown Filipino cacao while advocating for the upliftment of local farmers.
The client needed a compelling brand brochure that would:
- Tell their origin story with heart and authenticity
- Highlight the quality and craftsmanship of their products
- Showcase their social impact on farming communities
- Attract potential partners in hospitality and retail
I was tasked with creating a long-form brand narrative and product catalog copy that would balance emotive storytelling, product clarity, and strategic advocacy.
📚 Research and Strategy
To begin, I had a direct interaction and interview of one of the owners, JP. We’ve discussed the opportunities around artisanal chocolate industry in the Philippines and how it can directly affect their very own cacao farmers.
Alongside with that, I conducted deep background research on:
- The challenges and triumphs of local cacao farmers
- The values and culture of southern Mindanao communities
- Trends in conscious consumerism and ethical sourcing
- Brand storytelling techniques that blend luxury with locality
This foundation allowed me to create copy that didn’t just describe chocolate — it told a story of defiance, survival, and pride.
✍ Copywriting Approach
1. Lead with Purpose: “Pure Cacao. Pure Passion.”
The opening message had to be both aspirational and grounded, appealing to chocolate lovers and potential business partners alike. The line:
“From the farmers of Zamboanga del Sur to the finest heights.”
was crafted to signal humble origins with world-class ambition. It instantly positions Liana’s as a premium, mission-driven brand.
2. Human-Centered Brand Story
I structured the core narrative as a mini-chronicle:
- Beginning with Arden Yutekiong’s journey from coffee to cacao
- Navigating challenges like El Niño’s threat
- Culminating in the birth of Liana’s Chocolate, named after a granddaughter — a symbol of legacy
This approach deepened the emotional connection. It wasn’t just “how the brand started” — it was why it mattered.
3. Advocacy and Impact Messaging
To elevate the brand from a product to a purpose, I included lines like:
“It’s the taste of defiance against the odds, the warmth of shared purpose, the echo of the farmers’ heritage melting on your palate.”
Here, chocolate becomes more than flavor — it becomes memory, culture, resistance.
Other sections, such as:
“Every chocolate, a future for our farmers,”
and
“Because Liana’s make every bite matter! We don’t just make chocolate—we make platforms,”
were designed to speak directly to socially-conscious consumers and partners in ethical retail or hospitality.
4. Product Catalog Copy
Each item in the product line was given clear, no-fuss descriptions for easy readability, especially for B2B clients:
- 60% Dark Chocolate (Classic/Plain) – 50g Bar
- Tableya – 500g
To differentiate the SKUs without crowding the layout, I emphasized purity, heritage, and versatility — ensuring even simple products like Tableya felt premium and purposeful.
🔍 Key Highlights
✅ Emotional Storytelling that builds credibility through adversity and legacy
✅ Impactful Advocacy Messaging aligning with sustainability and social equity
✅ Clear Product Language that supports retail conversations and customized packaging
✅ Calls-to-Action like:
“You’re Next! Join Our Mission to Elevate Our Farmer’s Artisanal Chocolates.”
that invite stakeholders to be part of something larger than a transaction
🏁 Results and Outcomes
While specific business metrics are proprietary, the client reported the brochure:
- Helped secure new partnerships with top-tier hotels and cafes
- Was used as the primary brand deck for trade expos and investor pitches
- Strengthened consumer trust and advocacy engagement via storytelling
✍ Final Thoughts
Liana’s Chocolate reminded me of why I became a copywriter — to craft messages that move people, not just merchandise. This project required blending local voice with global elegance, creating a tone that felt honest, warm, and dignified.
From farm to bar to brand, every word I wrote was a tribute — to cacao, to culture, and to the courage of the farmers behind it all.
🔖 Services Provided:
- Brand Storytelling
- Copywriting for Social Impact
- Product Copy Development
- Tone of Voice Strategy
- Advocacy Campaign Messaging
📞 Interested in Copy That Tells a Story and Builds a Brand?
Let’s talk about your mission and how we can turn it into powerful words.
