The Washington Post x Tony’s Chocolonely
The Post partnered with the iconic chocolate brand to bring levity to its brand storytelling during the 2024 presidential election.
Leveraging the joy of chocolate to ease political anxiety, the collaboration balanced lightheartedness with the weight of the moment—capturing the nuance often lost in an election cycle. I led the design direction and execution of all the partnerships’ creative and promotional assets.
DELIVERABLES
Product concept
Chocolate bar packaging
Mailer box design
Print + digital ads
Custom newspaper dispenser wrap
COLLABORATORS
Regina Wung – copy
Tova Diamond – design director
Have A Good Day – photography
The Product
Dubbed The Conversation Starter Bundle, the design of the chocolate bar duo seeks to do just that. By paralleling Tony’s Chocolonely’s best selling flavor (milk chocolate sea salt caramel), and its new fan favorite, Everything Bar (full of a smattering of Tony’s fix-ins), to The Post’s “best seller” content and beyond: politics and the diverse array of topics that is touched by it.
The abstract shapes embossed in the Tony’s chocolate bar were designed in such a way to promote organic sharing. My designs lean on that notion by encouraging the idea of sharing ideas, opinions, and discourse informed by The Post’s rigorous reporting.
TIME LAPSES SHOWCASING THE HAND-DRAWN NATURE AND PROCESS
Promotion & Launch
When the product launched, it burst onto the scene with a number of social blasts, display ads, and external press in trade magazines.
INTERACTIVE DISPLAY AD
FULL PAGE NEWSPAPER AD
Tony's Chocolonely's Homepage
The Conversation Starter Bundle product page
The Conversation Starter Bundle as a featured product
Activation
On the day before Election Day, the Tony’s Chocolonely Chocotruck parked outside The Washington Post’s headquarters offering free samples alongside a customized co-branded Washington Post and Tony’s newspaper dispenser.
