Tony's Chocolonely

The Idea:

Creating work where the brand is immediately recognisable before your eye even reaches the logo is one of the harder creative problems to set yourself. This was a self-initiated project, a personal test to see whether a brand could be communicated through graphic language alone, with the identity doing the heavy lifting rather than relying on it.

Tony's Chocolonely was the obvious choice. The bar's irregular chunk shapes aren't just a product detail, they're a visual idea waiting to be used. Every bar is divided unevenly, a deliberate reminder that chocolate supply chains aren't equal. That shape carries meaning and it's distinctive enough to build a campaign system around.

The concept takes the chunk shapes directly from the bar and lets them become the creative, scaled up across OOH formats, bold enough to stop you at a bus shelter or read from a moving escalator, with the product itself making an appearance to close the loop between the graphic system and what it actually represents.