After three decades as Seattle Chocolate Company, the ethical and premium chocolatier has rebranded itself as Maeve, named after a warrior queen from Irish mythology.

While the idea of trading in all of that brand equity might be a scary notion for some, the idea for the rebrand came about from a conversation between owner and CEO Jean Thompson and her daughter Ellie Thompson about a shared vision to expand the brand beyond its Seattle origins while still staying true to its roots.