The Washington Post x Tony’s Chocolonely
The Washington Post partnered with Tony’s Chocolonely to add levity to The Post’s brand story during the 2024 presidential election by leveraging the joy of chocolate to combat election anxiety.
The partnership hinges on experience centered around joy, the appreciation of the gravity of the political moment, and everything in-between — nuance that is often forgotten in the cultural zeitgeist during an election cycle.
I led the design direction and execution of all the partnerships’ creative and promotional assets.
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.
Promotion & Launch
Interactive display ad
Full page ad in The Washington Post print product
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.
Role: Art Direction, hand-lettering + illustration
Tools: Procreate, Illustrator, Photoshop, Figma
Duration: 6 months, February – October 2024
Copy: Regina Wung
Partnership lead: Valerie Ammirati
Supervisor: Tova Diamond
Photography: Have A Good Day