Seattle Chocolate Rebrands With Inspiration from Irish Queen
Company will now be known as Maeve
By Sarah Stackhouse March 5, 2025
Seattle Chocolate is no longer. It is not, however, out of business. It does have a new brand and name: Maeve.
The company, known for its meltaway bonbons and chocolate bars, rebranded after more than 30 years, drawing inspiration from a first-century Irish warrior queen who believed women should make their own choices, own land, and fight for what they believe in. “We thought she was a good mascot for us as we fight for a brighter future for cocoa and chocolate,” CEO Jean Thompson said in a LinkedIn post.
Founded in 1991, the woman-owned chocolate brand isn’t changing what’s inside the wrapper. “It’s the same creamy meltaway products made from sustainable cocoa with recyclable (or compostable) packaging,” Thompson wrote. “It just got a lot more fun and contemporary.” The new look is bright and playful, and makes every bar and bonbon a little work of art — thanks to a collaboration with Brooklyn-based branding and packaging studio Young Jerks.
Thompson took over the company in 2001 after the Nisqually Earthquake destroyed the original factory.
Seattle magazine recently recognized the company — the flagship store and factory is in Tukwila — as one of Washington’s best workplaces.
“Maeve isn’t just a new name; it’s a new energy. We’re bringing excitement to chocolate in a way that feels fresh, imaginative, and fun,” says Ellie Thompson, Maeve brand manager. “We have always believed that a little treat can have a big impact, and with Maeve, we’re making that impact bigger than ever.”
Maeve offers 19 bar flavors and 18 bonbon flavors, with plans to expand beyond the Pacific Northwest. You can find the chocolates anywhere Seattle Chocolate was sold — Metropolitan Market, PCC, Town and Country, and many shops across the region.
Online, you can shop by flavor, which is how I found crème brûlée crackle — bonbons with vanilla bean white chocolate filling, teeny tiny dark chocolate chips, and crunchy toffee, all covered in dark chocolate. Maeve it is!
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