What’s Your Archetype

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Defining your brand archetype gives you, and, all those who associate with your brand, a sense of who you are.

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Archetypes come from Carl Jung, a Swiss psychiatrist, who posited that there were 12 fundamental archetypal people. Brand strategists use archetypes to identify the personality of the brand.

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If you know who you are and what you are trying to accomplish, then the messaging and marketing become much more efficient and effective.

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My mother used to tell me as I walked out the door, “Remember who you are and what you stand for.” If brands would have those two things locked in through the use of a purpose and an archetype, the business they are pursuing would become invariably easier.

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Question: What are 3-5 adjectives that people inside and outside of the company would use to describe your company?

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 “…in a planned economy there was no need for advertising and branding.”
 

— Tim Mohr, Burning Down the Haus: Punk Rock, Revolution, and the Fall of the Berlin Wall

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Here’s more insight on our process and how we discover your brand’s archetype at modern8.

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(Usually it’s memes. This week, it’s some helpful information on the 12 archetypes.)

Know Your Archetype

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Knowing and using your archetype keeps your brand from acting inauthentic.

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A brand is seen as inauthentic when the behavior displayed feels like a contrast from how your customers and employees believe the brand should interact.

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That doesn’t mean you are immovably rigid with all that you do. However, if your brand and message is related to helping people and you neglect to help, you are now seen as inauthentic. People will notice.

4

Avis once said, “We Try Harder.” But what if Avis hadn’t followed through on their statement to actually “try harder”? Well, then their competitor Hertz wouldn’t have faced such stiff competition and been forced to reinvent themselves.

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Question: What is the primary message and value you want your audience to know about your brand?

6

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
 

— Warren Buffett

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View this brand that is sure about what they do and for whom.

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(A classic brand meme, yet again.)

Who Are You?

1

A brand personality is an intentional and adaptable framework for you and your colleagues to know how to represent and behave as the brand, like through messaging for marketing.

2

Yes, sometimes this personality can be formed deliberately or not, and can even take the shape of a key figure, like the CEO (e.g., Steve Jobs).

3

However, much like how people misunderstand each other, if you’re not thoughtful with your interactions where personality is present, like marketing materials, your customers and the general public will misunderstand your brand and build difficult to break assumptions.

4

Without written and purposeful personality strategy, it will be hard for employees and representatives to know how to act without this crucial framework for a brand.

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Question: What emotion(s) do you want your audience to feel when interacting with your brand?

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 “It all comes back to branding, even with love.”

—Keeley Jones, Ted Lasso

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Here’s a Throwback Thursday from the modern8 archives that delves into personality concepts just a bit more.

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(Just so you know, sometimes, we must meme about our own topics.)

2022 and the Status of Your Branding

1

Brands age—some like a fine wine, but that requires thoughtful energy to push your brand to maintain relevance.

2

Hold on—not saying a rebrand is called for just yet or that you need to book back-to-back, endless, and unnecessary meetings to “regroup” and “strategize” every month.

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We’re saying that a brand requires a relevant adaptation and perceivable point of view. You need a conscientious effort and definition behind your brand, like your purpose, promise, and solution, that is neatly packaged to be interpreted and felt by the people within and outside of your brand.

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And so, here we are. Yes, modern8 is still here and still writing, thinking, and doing branding. Welcome to The Modern8ight, our new insights newsletter that will provide you with curated discussion points and thoughts around branding from our point of view, the work we’ve done with past and present clients, and, in general, on the progression of branding, so you can have a conscientious brand.

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“It is tailor-made for a time when work is rebranded as pleasure so that we will accept more of it.”

—Jia Tolentino, Trick Mirror

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Peek at the Brand Refresh and Packaging we did that livens the brand and the store shelves while toasting to the adventurous and beautiful ritual of coffee.

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With so much content to stream on so many different platforms, how does a brand relevantly pivot to stand apart?

Well, exclude Jon Hamm.

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(Just so you know, sometimes, we must meme about our own topics.)

Marketing & Design Driven

Years ago, we were working with a chief marketing officer who managed to repeat the same phrase in every single meeting we attended. She would always incorporate the phrase “marketing-driven solution”, often in the form of a question. Was our creative proposal a marketing driven solution? What about the headline? It got to be a joke around the office. Does this color look marketing-driven? This paper stock? This Instagram post? And what about that typeface?


Today, design-driven companies are the topics of conversation. The Design Management Institute analyzed the performance of U.S. companies committed to design as an integral part of their business strategy. The study included companies such as Apple, Coca-Cola, Nike, Starbucks, Target and Walt Disney. The dmi: Design Value Index tracked the value of these publicly held companies and monitored the impact of their investments in design on stock value over a ten-year period. The result shows a 211% return over the S&P 500.


Coca-Cola’s Vice-President for Design, David Butler, avoids using the word “design” as much as possible. Though he has written up a 30-page manifesto laying out a design strategy for the company, when he is meeting with manufacturing people, he’ll say, “How can we make the can feel colder, longer?” Or “How can we make the cup easier to hold?” He talks about the benefits of smart design in a language that those he’s talking to can relate.


Mohamed Samah, a design socio-psychologist said, “The design discipline itself is expanding beyond ‘form and look’ to include processes and business strategy in general. Organizations are using design as a tool to stimulate creativity and to foster innovation in the market”. Company leaders use brand strategy and design thinking to research, iterate and ask questions that have little to do with “creating things”, which is the more typical end result of designing.


Because designers typically approach problem-solving somewhat differently. They’re more intuitive and emotional, and less logical and analytical. Instead of going A > B > C > D, designers may start at Q > D > K and end up at P. The bottom line? Starting at Q, D, or K might be necessary to get live feedback, roll out marketing strategies, understand the market and customer motivations. McKinsey offers a framework of questions for the design journey of transforming your company from only a market driven company to one that also uses design as a driver of change.


  1. Do you have a senior design leader with real authority?
    Ensure design factors are part of the business strategy.

  2. Are you continuously reviewing your metrics?
    Go beyond reviewing design metrics and key performance indicators regularly to reviewing them in real time, testing them, and changing your actions in a constant test-and-learn cycle.

  3. Do you really understand what motivates your customers?
    Create a map of the customer journey and use human-centered-design research techniques to interact with customers and uncover pain points and opportunities to delight.

Despite our former client’s binary separation of the idea, I don’t think there is any doubt that successful design-driven companies are also market-driven. There’s no need to separate the two and in fact, successful companies don’t.

Where Are the Black Designers?

Ask yourself the following question:
How many Black designers do I know?

15% of the US population is Black yet they only make up 3% of the design community. This statistic has not changed much within the past 20 years and we need to do something about it. We should see 15% of the Black population represented in all aspects of design.

 

Maurice Cherry of Revision Path, a weekly podcast that features Black creatives, gave a SXSW presentation on the barriers that are preventing Black people from pursuing a career in design.

 

Some barriers and issues include the fact that Black people were not able to pursue design education until desegregation in the 60s, the expensive cost of design education, and lazy employers who have not diligently worked to employ, maintain, and support Black designers. All of these are just a few of the examples of how systemic racism is so deeply rooted, in a multitude of ways, and continues to affect employment opportunities.

We encourage you, as we’re encouraging ourselves, to do your part as a designer/creative/business owner. You can start by supporting Black creatives, especially those in our own state. Follow them, hire them, support their work, leave reviews, tell your friends, and CREDIT them for their work!

Below are four incredible designers located in Utah.

ARLANDER TAYLOR IV

ARLANDER TAYLOR IV

Arlander is a Natural Gas Trading and Optimization Analyst by day, and a self taught designer with many successful side projects the rest of the time. Some of which include work for Adidas, Atlanta Design Festival, and SLC streetwear shop, Fice Gallery and Boutique. Check out his work here.

Where did you grow up?
I grew up in New Orleans, Louisiana and moved to Birmingham, Alabama after Hurricane Katrina.

What is your education background?
I graduated with a degree in finance from Tuskegee University. After graduation, I got an offer to work for Goldman Sachs as a Global Investment Research Analyst here in Salt Lake. I worked there for about two years, and I now currently work as a Natural Gas Trading and Optimization analyst for Summit Energy, a local Natural Gas company.

 

What do you like to do outside of design?
I really enjoy boxing and hiking.

 

What do you consider your biggest achievement?
My biggest accomplishment to date would be be launching and maintaining my graphic design practice while still working my day job in finance.

 

Favorite Vine/TikTok/internet vid:
The Fibonacci Sequence: Nature’s Code

CHRIS OWENS

Chris is a Creative Director at Canvas Studio and could probably design with his eyes closed  standing on his head. You can see more of his projects here.

Where did you grow up?
I grew up on the island of Guam. The military brought me and my family to Utah.

 

What is your education background?
I went to Weber State and finished up at Provo College. I’m a visual interactive designer, a fancy way of saying I design beautiful interfaces and make them move. 😉

 

What do you like to do outside of design?
Outside of design I’m a breakdancer, and help rule our nonprofit called 1520 Arts.

What do you consider your biggest achievement?
My biggest accomplishment is expanding on my design skill into motion. It was very challenging to learn to animate UI elements for interactive apps and websites.

 

Favorite Vine/TikTok/internet vid:
Kevin Hart on: Rollercoasters

DAVID ONWUKEME

David is an ambitious multi-disciplinary design student at the University of Utah who will do big things.

Where did you grow up?
I began the first half of my youth in Lagos, Nigeria and spent the latter half in Dallas, Texas, U.S.A.

 

What is your education background?
After graduating high school in 2017, I moved to Utah to pursue a degree in multi-disciplinary design at The University of Utah.

What do you like to do outside of design?
Outside of design, I love to do music research. I’m extremely fascinated with the post-war rock scene in Nigeria, as well as Nigeria’s broader music scenes from the 70s to early 90s (Fela Kuti, Joni Haastrup, Sonny Okosun, King Sunny Ade, etc.). Aside from that, I’ve recently fallen more in love with coding.

 

What do you consider your biggest achievement?
My biggest accomplishment would probably be gaining acceptance to the U’s Multi-Disciplinary Design Program, learning from the teachings and direction of Cord Bowen and Elpitha Tsoutsounakis has been an extremely eye-opening and life-changing experience.

 

Favorite Vine/TikTok/internet vid:
Roger Waters’ Synth Noodlin’

CAMILLE NUGENT

Buffy is a senior designer at Dinng, and a creative in many other aspects of her life. View her work here.

CAMILLE NUGENT

Where did you grow up?
I was born and raised in Jamaica.

 

What is your education background?
I came to Utah to attend BYU after I graduated high school. I got my BFA with an emphasis on drawing and painting. I still love to do that (painting) when I can.

 

What do you like to do outside of design?
I also love dancing, golf, travel, yoga, and I’m a bodybuilding competitor.

What do you consider your biggest achievement?
A couple of my favorite/biggest accomplishments have been working with Adobe on art exhibits featuring Black Utah artists for Black history month and for a Juneteenth celebration… Also planning competing nationally in bodybuilding

Resources for hiring Black creatives

Each month, modern8 will be doing a spotlight on a company or organization that we admire. Some of them might be clients, current or old, and some may not, but one this is for sure, our features will be on businesses we admire with really, really cool people. Each month you’ll just have to wait and read for yourself to find out who.

In these spotlights and interviews, we want to provide you a sense of who these businesses are. We want to share who we find intriguing and undeniably interesting while also giving you a bit more of the story and the experience of the companies. We hope these stories will intrigue you, introduce you, or inspire you regarding something and someone new.

Branding in a Pandemic

A few weeks ago, I was pretty nervous about talking live over Instagram to 1,300 strangers. I know a lot about branding, but branding in a pandemic isn’t as simple. I had to put more research and reflection into my preparation.

What we can all agree on is that the current climate of consumer spending is unstable. As consumers, we are all rethinking how we spend our money and the effects of the crisis may not be realized for yet another six to ten months. Discretionary spending will be squeezed from all ends, and we will ALL be more cost conscious, if we aren’t already. This doesn’t necessarily mean that a new brand can’t launch during this crisis, but it must answer the obvious question—does it address a current need?

Does your product or service make communicating, buying, traveling, working from home easier or more accessible? We are all experiencing a mindset shift since being forced to work, learn, and homeschool within our four walls. modern8 would have never considered running a service business virtually, but, by being forced into a new way of thinking about and leveraging technology, we are making it work and may never go back. During the last recession, several businesses used this shift in mindset to launch, and they still continue to thrive—Groupon found a way to bring coupon clipping to our inboxes, Slack helped us stay in touch with our work teams, Venmo eliminated the need to carry a checkbook, WhatsApp gave us a vehicle to communicate no matter where we are in the world, and Rent the Runway made fashion accessible and affordable.

The second consideration is an evaluation of your value proposition and competitive advantage—is it different and distinct enough to stand out in a crowded market? The current market is highlighting disparities in value from product to product and service to service. If you are a challenger brand, and not the first to market in your space, then now is an opportunity to prove your value against the bigger, slower leaders in your competitive landscape. Messaging that targets your audience and relates to WHY your product is needed above the others can cut through and get noticed. There is an opportunity to leverage the current circumstances to provide more value to your current and potential customers, to make your offering more accessible, and to analyze and balance the current needs of your market. This doesn’t mean giving more for less, but it might mean reevaluating the customer experience, creating helpful content, marketing with empathy, giving gratitude and donations, or providing a sense of place and belonging for your audience. Make your brand invaluable to your customers.

We are currently working with a direct-to-consumer brand called Wave Coffee, which is set to launch in the next month. We debated pressing pause and waiting to launch the product after the pandemic, but Wave addresses a current need—get coffee delivered regularly without the risk of going out and picking it up. There’s also the fact that the target market for Wave has already been defined, the aesthetics have already been designed to resonate within its market space, and the messaging has been crafted to speak to those preferences and motivations. Though Wave is not going to be the first to market in the coffee subscription space, it can still provide simple access to a product that promotes shared experiences, even during these times of uncertainty, can be purchased at a justifiable price point, and will take advantage of the shift in mindset while getting noticed for its value.

A brand is a promise of value to be received. A brand is the totality of perceptions that you see, hear, read, know, feel, and think about and have been embodied in a product or service. A pandemic could be the right time to establish or pivot your brand to reestablish a distinctive position in a potential customer’s mind based on their past experiences, current associations, and future expectations.

A brand is a shortcut for gaining and expressing beliefs and values for consumers. These promises of specific beliefs and values will also differentiate your brand while simplifying the decision making process for your consumers. There is always a means to exceed industry and market expectations, and create surprise for an audience that never knew, in their mind, what they were missing.

Spotlight on Publik Coffee

In this modern8 April 2020 spotlight, we talk to Missy Greis of Publik Coffee.

Who are you, what do you do/work role, what is your company?

I’m Missy Greis, the founder/owner of Publik which includes Publik Coffee, Publik Space, Publik Kitchen, Publik Ed’s and soon-to-be Publik Works (in the new Industry SLC building).

Everyday is different with respect to my tasks and my workflow. We joke that I am both the Director of Facilities for the four locations (which means coordinating any building + equipment repairs + furniture and aesthetic updates and designs within each of the four walls) and I’m the Marketing Department  — we don’t actually have one, but I’m the one in charge of our PR, social media posts, community engagement, as well as our merchandise + apparel with our awesome partners at BrandAid. But I absolutely gather input and collaborate with our leadership team.

How or why did you begin your company/brand partnership?

Publik began as an adaptive reuse building project of a 1940/1960’s warehouse that I had purchased. The intention was to house Pubilk Coffee + Publik Space which were part of a new business partnership, and then a very quick dissolution of that partnership within the first year. In the second year, Publik Coffee launched me into opening an additional coffeehouse in the Avenues and our restaurant on 9th/9th, both housed in two other SLC properties that I own. Then along came Publik Ed’s (in the space near the U that was formerly “Big Ed’s”). The synthesis of the four locations has been pretty quick and wonderful.

How have you worked to redefine your industry?

I think the simple fact of coffee (+ breweries, distilleries) in Utah is growing is the redefinition and it’s about all of the trail blazers in our city! There are so many good coffee companies in SLC and we’re all very friendly. In fact, the Utah Coffee Collective was created last year to bring the industry together. I serve on that board and we are establishing some collaborative relationships within the industry.

What future collaborations and plans are we going to be seeing?

We’re about to open in the new Industry SLC building, which is 300,000 sq ft of amazing office spaces of various sizes from 100 to 60,000 sq feet. One of the tenant amenities is an auditorium and we’ll be doing catering + coffee for that as well as the whole building. “Publik Works”, the cafe + coffee bar, opens this summer.

What are the characteristics of your brand?

Quality over quantity, community over corporate, planet over profit

What guiding words do you have for other woman beginning their own business?

Set your intention. Surround yourself with people who are smarter than you are and who have entirely different or complementary skill sets. Trust the process.

Why does what you do matter?

Perhaps the biggest impact that our company makes, and one of the most important things for me, is in providing a safe and inclusive environment for our employees to learn a craft + develop skills, and to do those things in a place that accepts them for who they are. We’re also proud to serve quality coffee + good food in spaces that help elevate the customer experience.

What things influence your company?

We try to walk the talk of “planet over profit in every way. We are the only coffee roastery in Utah that is 100% solar powered that also has an oxidizer, which filters out 96% of the particulates created during the roasting process. We don’t want to contribute to the air quality issues that SLC suffers from. We use local products wherever we can, like Amour Jam, Red Bicycle Breadworks (City Cakes for our gluten free) and Rosehill Dairy. We have sustainable + recycling practices built into our daily processes at all four locations. We compost all of our coffee grounds + the accompanying filters and we dispose of our restaurant’s food waste using the food digester at Wasatch Resource Recovery in North SL.

How can customers help you during this time?

While we all navigate the current COVID-19 situation and the indefinite + extended closure of many small businesses, Publik would love your support in the form of gift card purchases for use when their doors reopen – Gift cards can be used at all four Publik locations : Publik Coffee (downtown + Avenues), Publik Kitchen + Publik Ed’s.

Each month, modern8 will be doing a spotlight on a company or organization that we admire. Some of them might be clients, current or old, and some may not, but one this is for sure, our features will be on businesses we admire with really, really cool people. Each month you’ll just have to wait and read for yourself to find out who.

In these spotlights and interviews, we want to provide you a sense of who these businesses are. We want to share who we find intriguing and undeniably interesting while also giving you a bit more of the story and the experience of the companies. We hope these stories will intrigue you, introduce you, or inspire you regarding something and someone new.

Spotlight on Normal® Ice Cream

In this modern8 March 2020 spotlight, we talk to Alexa Norlin of Normal® Ice Cream.

Due to the current risk of COVID-19, Normal’s ice cream is only available through online order for curbside pickup. The products online are what are currently available. modern8 is a fan, and Normal® does a great job in providing real-time updates on their site. One thing they do request from customers, who are picking up orders, is to send them a text using the provided phone number on the site. You can also show your support by purchasing a gift card now to use in the future or (even better) show someone you social distance care by sending them a Normal® gift card. They’ll both feel your love and support, and we all win!

What was the intent behind beginning your own brand?

I wanted to take one item that I loved most, and make it the best I possibly could. I LOVE ice cream, seriously, so much. I think we live in a world that many get away with mediocrity and I want to stand against that! At Normal®, we do soft serve the best we know how. I also wanted to create a brand that would never be painted into a corner. A fear of choosing a brand color led me to utilizing iridescent rainbow in so many ways. Could have been so tacky, or so great – I hope it’s perceived as the latter! A fear of landing on an ice cream based name lead me to Normal®. We have the room to grow into different areas in the future – that is something I care the most about. I change my mind a million times a minute, so being stuck in one space is a real life nightmare. Normal is what it is, and can be whatever you want it to be!

 

What other businesses and individuals inspire your business?

I keep a tight group of friends and fellow business owners, with whom I talk about literally *everything*… admittedly sometimes more focused on business woes than business wins. BUT even those negative conversations can push you right back up, even when you’re the most down. On a broader, less local scale, I spend a lot of my time listening to both small and big business focused podcasts, instagram accounts, and books. Instagram naturally is more of a visual inspiration, though there are a few chefs out there that I intentionally pay close mind to. Toothache Magazine is a publication “by chefs, for chefs” by Nick Muncy—a Michelin pastry chef from San Francisco. These are the types of things I live for—beautifully created and curated. When I feel uninspired, I kick back to my pastry chef roots and start creating dishes… then somehow they magically turn into ice cream flavors, or composed cones.

 

What guiding words do you have for other woman beginning their own business?

JUST FREAKIN’ DO IT – I mean, seriously. Everyone in the world has amazing ideas, but get out there and make it happen. We can do it better than they can.

 

How do you use social media when it comes to your brand?

To be honest, I truly dislike social media—there, I said it! I see it as a terrible game, but I HAVE to win. That being said, Normal® would seriously not exist if it weren’t for Instagram. I am so fortunate to have created a visually appealing product (served from a very cute truck) that made others want to come and take their own photos. This aspect of “free marketing” is priceless. I use instagram as the primary communication strategy – though I plan to utilize newsletters and website content more strongly in 2020. I want the Instagram to become less of an inundation of “buy this,” “look at this cool thing we made,” and more of a visually inspiring, interactive, and hopefully informative reel of content. I expect this to have a negative affect on our engagement rates – especially since it’s algorithm changes before you even caught up on the last one, BUT if we can build a brand to not financially rely SO heavily on a social media platform, and have it more as a point of interest, I think we really WILL have won!

What things influence your company?

I would like to think I am aware of the goings on of this industry – be it ice cream, desserts, or even food as the most generalized form. I come from a very strict pastry background and have been playing *ahem* working in kitchens my entire adult life.

I like to keep a little of that “weirdness” at Normal® by creating composed cones that have some interesting elements, or you know… wasabi + white chocolate soft serve. Aside from food, I am very inspired by the wild and creative world we live in. I curate my social media feed with pastry chefs, artists, graphic designers, etc with things I find visually interesting. I follow quite a few very successful businesses, take SuperMoon Bakehouse for example—great product, even better voice. That’s what it’s all about—right? The voice. I am forever working on creating a voice that isn’t ALL me, but has some of me. Balance? It’s hard.


How has your company evolved as it’s grown?

Oh man, I used to do literally EVERYTHING. Wild. I think I blacked out for the first nine months. I have zero idea what happened, but I was there, on the truck, dippin’ cones. I had a business partner transition in late 2018 that was truly life changing. I was in a bad spot – Normal was in a bad spot. A bad partnership can kill the most alive thing. Since then, I not only have the support Normal® (and I) needed, but we have had the ability to push and grow the way I envisioned. The STORE! It’s finally open! We have baby-sized factory in the basement where we make nearly everything we sell. This is where we plan to expand most, while keeping up with the upstairs at the store, and the truck AKA Normal Lab. I care the absolute most about the brand. I will do anything and everything to protect and nurture that as Normal grows. I still do all of the creative direction, social media, etc myself. I know there will be a time that I need to let that go, but am 100% not ready yet.

Each month, modern8 will be doing a spotlight on a company or organization that we admire. Some of them might be clients, current or old, and some may not, but one this is for sure, our features will be on businesses we admire with really, really cool people. Each month you’ll just have to wait and read for yourself to find out who.

In these spotlights and interviews, we want to provide you a sense of who these businesses are. We want to share who we find intriguing and undeniably interesting while also giving you a bit more of the story and the experience of the companies. We hope these stories will intrigue you, introduce you, or inspire you regarding something and someone new.

 

Spotlight on Ritual Chocolate

In this modern8 February 2020 spotlight, we talk to Anna Davies of Ritual Chocolate. Ritual is a craft chocolate company based in Park City, UT who also happens to be a modern8 client—you can see more here. And we do suggest that if you haven’t tried their chocolate yet then you get up off the sofa and find one—or order it from the comfort of your sofa. Two choices, both work.
Anna Davies of Ritual Chocolate.
Why did you begin Ritual Chocolate?
I started Ritual as I wanted to create and be part of something I could put my values and passions into. I loved chocolate and felt it was something I could really take in many different directions and make my own. There was so much poor quality chocolate on the market at the time, that I wanted to see what it would take to make exceptional quality chocolate that people could feel good about eating.
 
How have you worked to redefine and stand out in the chocolate industry?

We are one of the earlier craft chocolate makers in the US and we have really tried to stay the course with exceptional quality and let that define our process as we grow.

 

What was your intention behind starting your own brand?

We wanted to start a company we could put our values into. We loved the idea of having full transparency and control of every step of the chocolate making process, building a brand and product around our own passions.

 

What truly inspired you to actually begin your own brand?

I think something that inspired us to start Ritual was actually the lack of great quality chocolate available when we had the idea in 2009. We were really getting into good food, but we felt like there was something lacking when it came to good chocolate. It was hard to get the true story behind a chocolate company’s sourcing and process, let alone finding chocolate with unique flavor.

Define your brand in three characteristics:
  • Quality Product
  • Sustainability Beliefs
  • The Mountain Lifestyle

What guiding words do you have for other women working to begin their own business?

Jump in, get started, and keep going. We all question ourselves and never feel quite ready or qualified enough—I still have imposter syndrome and I’ve been building Ritual for 10 years.


Why do you use social media for Ritual?

I think social media is such a great tool for helping to tell your brand story. We have so much information to get across about our process and why Ritual is unique. Chocolate is very visual and it’s great to show the process rather than just explain it in words to connect with people.


What things influence Ritual?

Nature and being in the mountains—and our community, we really try to listen to our customers and adapt to their needs. Definitely, other specialty food makers following their passion and making exceptional quality products.


What was the defining moment for Ritual?

We started Ritual in Denver and, four and half years in, we just weren’t happy there. We really went back to the beginning and thought, Why did we start Ritual? It was to not make compromises and strive to live a life that is fulfilling to us. And that is when we took the leap to move to Park City. So many people thought we were crazy to leave one of the fastest growing cities in the US at the time, but we couldn’t be happier living in a much smaller town in the mountains. We feel more inspired by having better access to nature and, as we are happier, we bring that energy into the business.

Each month, modern8 will be doing a spotlight on a company or organization that we admire. Some of them might be clients, current or old, and some may not, but one this is for sure, our features will be on businesses we admire with really, really cool people. Each month you’ll just have to wait and read for yourself to find out who.

In these spotlights and interviews, we want to provide you a sense of who these businesses are. We want to share who we find intriguing and undeniably interesting while also giving you a bit more of the story and the experience of the companies. We hope these stories will intrigue you, introduce you, or inspire you regarding something and someone new.