WICHITA — She may be used to speaking in front of hundreds of people, but it was a visibly emotional, excited Beth Tully who addressed employees, friends and family Thursday afternoon to debut a new logo and brand for her Cocoa Dolce Artisan Chocolates.
Tully said it was the fact that it was those close to her instead of “the strangers you can imagine naked” that got to her.
“It’s been eight years in the coming,” Tully says of the rebranding. “We did some soul searching. . . . We really dug deep.”
She says the conclusion was that her current logo and brand don’t reflect the experience customers have in the store.
Her new logo “is something that’s joyful and happy.” Tully says that compares to more “stuffy” brands that fine chocolatiers — including herself — traditionally have.
“It is way more reflective of our style,” Tully says of the colorful, whimsical logo.
“This is going to be a transition,” she says.
That includes new taglines for the store to help during the changeover, such as, “Change never tasted so yummy.”
Parks Fortune and King Merj Public Relations helped make the change, and photographer Gavin Peters created new photographs to go with a reconstructed website.
While the rebranding is a “fun, playful kind of thing,” Tully says it will do a lot for the store, too.
“We realized we had an opportunity,” she says. ”This takes us to . . . the next level.”