Tony's Chocolonely has unveiled a new look, partnering with Chuck Studios to launch a fresh culinary identity that puts the chocolate front and centre. The Dutch impact-led brand, known for its bright wrappers and mission to end exploitation in the cocoa supply chain, is now turning its focus to the product itself, giving its famously chunky bars the spotlight. Chuck Studios, whose client roster includes KFC, McDonald's and Knorr, were brought on to help strengthen Tony's brand distinction in an increasingly saturated category. Their approach started with a simple yet powerful insight: the most iconic thing about a Tony's bar is its unapologetic chunkiness. More than just a texture, the bar's chunky form and famously uneven pieces are a visual metaphor for inequality in the chocolate supply chain. Olaf van Gerwen, co-founder and global creative director at Chuck Studios says: "While Tony's Chocolonely's mission-led marketing built the platform it stands on today, it's the product that will truly set Tony's apart in the crowded chocolate industry." Central to this new culinary identity is the introduction of a new brand asset: 'Neil.' Named after Neil Armstrong, the first man to step on the moon (and leave behind a satisfyingly chunky footprint), Neil is a pair of bite-sized chocolate chunks that represent everything Tony's stands for. They're broken, not cut, thick, not flat, and always shown tilted, with crumbs and inclusions spilling out to evoke deliciousness and dynamism. According to Chuck Studios, consumers often instinctively snap off the same two chunks when opening a bar. By spotlighting these pieces and giving them character, the brand turns a common user behaviour into a memorable visual code. From now on, Neil will appear across all touchpoints as the edible emblem of Tony's. Chuck Studios also developed a detailed system of visual codes designed to boost memorability and ensure consistency across the entire product range. The first of these is the Golden Ratio. Bars should be shown two-thirds wrapped and one-third unwrapped, with torn edges and exposed foil to highlight texture and premium feel. Next is the Balancing Bar. Every bar should be displayed at a 66-degree angle, a detail drawn from Tony's existing visual identity. Then there's the Paper Background: chocolate bars must sit on real paper texture backgrounds, colour-matched to the bar's wrapper, or defaulting to Tony's signature red in group shots. Finally, Inclusions on Show: ingredients inside the bars should always be visible in the shot, with a mix of whole pieces, crumbs and chunks to showcase the bar's flavour and bite. These visual rules apply across Tony's growing product range, from its bestselling Milk Caramel Sea Salt to the US-market Everything Bar. The idea is to create a strong, sensory-first aesthetic that not only looks delicious but also feels unmistakably Tony's. Sadira Furlow, chief marketing officer at Tony's Chocolonely, explains: "As our voice in the cocoa space grows louder and our impact expands, we realised we hadn't yet fully captured the visual magic of our chocolate. We needed a visual language that matched our purpose and passion." The result is a brand identity that invites people to "taste with their eyes" – a move that cleverly balances Tony's ethical mission with indulgent appeal. For a brand that has always challenged the norms of what a chocolate company can be, it marks an important evolution: one that connects its purpose-driven DNA with product-led storytelling. Olaf adds: "Food and product depiction play a huge role in brand building. Developing a culinary identity creates a consistent and ownable representation of your food across touchpoints. In the case of Tony's, it was already a stand-out product on the shelves. "The new culinary identity shines a light on the deliciousness of their chocolate and shows it in a unique way, so it becomes recognisable even without the brand name."