Tony’s Chocolonely – Chocolate with a mission

From Activism to Artisan Chocolate

It began with Dutch journalist Teun van de Keuken, who uncovered the harsh realities of child labour and exploitation in cocoa production. Rather than look the other way, he turned a spotlight on injustice, creating Tony’s Chocolonely as a vehicle for change.

In 2005, the first Tony’s bars hit the shelves in the Netherlands, launching a movement for fairness in chocolate. What started as 5,000 limited-edition bars grew into a globally recognised brand with over 110 million in revenue, certified B Corp status, and a presence across Europe and the U.S.

A Unique Brand Identity with a Purpose

At its core, Tony’s Chocolonely has a bold, unapologetic voice that doesn’t shy away from hard truths. Unlike traditional brands that might sugar-coat their messages, Tony’s is direct about the issues it seeks to address.

In a sea of traditional chocolate bars, Tony’s Chocolonely stands out immediately with its bold, untraditional packaging. Vibrant colours, chunky fonts, and unorthodox design create packaging that demands attention. However, the design goes further; the chocolate inside is divided into unequal pieces, a direct reminder of the inequity within the cocoa industry. It’s a purposeful choice, making every Tony’s bar a statement on fairness.

Credit: Tony’s Chocolonely Meta

Credit: Tony’s Chocolonely

Redefining Marketing

Without a traditional marketing budget, Tony’s turns its product and purpose into its most significant advertising tools. From its manifesto film narrated by Idris Elba to eye-catching retail displays and thought-provoking social media campaigns, Tony’s communicates a singular, resonant message: chocolate should be free from exploitation.

In 2021, the brand even mirrored the designs of iconic chocolate brands to highlight the issue of modern slavery, drawing consumers into its mission and sparking widespread conversation.

Credit: Tony’s Chocolonely

Building an Ethical Supply Chain

Tony’s has set a new standard in cocoa production, forming partnerships with West African cooperatives and implementing Five Sourcing Principles: fair wages, long-term commitments, and traceable beans. The results speak for themselves: child labour detected on Tony’s partnered farms is less than 5% compared to over 50% in non-partnered farms. Tony’s shares this model with industry giants through the Open Chain initiative, inspiring systemic change.

Credit: Tony’s Chocolonely

More Than Chocolate

Tony’s Chocolonely is a masterclass in building a brand that is more than a product—it’s a purpose, a movement, an icon. By staying true to its mission and embracing a bold, unfiltered personality, Tony’s has cultivated a unique bond with its audience, transforming customers into loyal advocates. It’s a testament to what happens when a brand stands for something larger than itself.

Let’s Drive Change Together

At Davidson Branding we believe in the power of purpose-driven brands to spark meaningful change. By combining bold storytelling, purpose-driven design, and uncompromising values, we create iconic brands that resonate deeply with audiences.

Every brand has the potential to leave a lasting impression, and we’re here to help you bring yours to life.

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