Client has a cafe that handcrafts chocolates right on site. The Cafe features espresso, coffee, hot chocolate, scones, cupcakes, desserts, chocolates, panini's, sandwiches, soups, etc. The focus is on their specialty chocolate.
The personality of the business is summarized as follows: handcrafted, imperfectly perfect, and homemade.
The experience: down to earth, feet on the ground, hospitable like when someone comes over to your house for a visit, simple, and a place you can visit and feel comfortable in.
The focal points are as follows: consistent and reliable, knowing what people want (ie. engaged and agile), and mastery in chocolate.
Positioning statement: to be the "it" place and for the average person.
Target audience: average person in local community.