Tony’s Chocolonely Reveals You Can Actually Eat Its Logo
By Mikelle Leow, 21 Dec 2023
Image via Arjen Klinkenberg
Tony’s Chocolonely is breaking the mold—or, should we say, the bar—in a world where branding often follows a cookie-cutter approach. The ethical candy brand, renowned for its commitment to chocolate production that’s 100% slave-free and exploitation-free, has revealed a delicious detail about its logo: the chocolate bar itself is included in it.
The sweet revelation comes straight from Arjen Klinkenberg, the brand’s creative director and brand guru. “Yes, it’s photographic. And we know that’s not the way it’s usually done in designville. But then again, doin’ things differently is in our DNA,” he explains in a LinkedIn post.
Photo 219759659 © Aiacob9 | Dreamstime.com
The company’s instinct to challenge the status quo extends from its business activities to its branding decisions. “Tony’s Chocolonely was founded by asking the question ‘why?’ Why is the chocolate we enjoy made with illegal child labor and modern slavery?” And the same question lingers when it comes to the standard design norms, Klinkenberg adds.
You really learn something new every day....
— Nate Rosen (@RosenZone) December 20, 2023
apparently Tony's Chocoloney's logo is literally their red milk bar
This is straight from their creative director. ð« pic.twitter.com/7pwl2HRIa1
“Why are almost all logos vector-based, monochrome word images? Why not photographic? Why not 3D? Why not animated?”
Beyond being a visual identifier, the Tony’s Chocolonely wordmark, and the entire physicality of it, is crafted to be an experience.
“When people see our logo, we want them to realize we are not just a brand, but a physical thing,” Klinkenberg elaborates. “A seemingly simple chocolate bar. Our iconic, red bar that started it all. Different to any other at the time—changing the industry from within, one bar at a time.”
The logo is designed to evoke the tactile sensations of holding and unwrapping a Tony’s chocolate bar, reminding consumers that positive change is in their hands.
“We want them to feel it in their hands—the weight, the crumpling of the paper wrapper, the anticipation of unwrapping and sinking their teeth into the chunky chocolate within,” says the brand’s creative director. “And help them remember: by picking up this bar instead of another, you create change.”
The brand’s edge extends to the chocolate itself, as the bars are made up of irregular pieces. The design choice is symbolic, representing the ongoing inequalities within the chocolate industry, especially regarding the distribution of profits and the exploitation of cocoa farmers. Through these uneven segments, Tony’s Chocolonely wants to convey a powerful message about fairness and ethical trade in the cocoa industry. That’s some powerful food for thought.
Image via Arjen Klinkenberg
The reveal comes just in time for Wonka season, when seemingly everything—from iPhones to Xbox controllers—can be made from chocolate. Now, we can add an edible logo to this box of sweet treats.
[via Arjen Klinkenberg, Logo Design Love, Nate Rosen, images via various sources]