Tony's Chocolonely

circus-poster slab letters on a yellow wrapper

Tony's Chocolonely wraps its bar in a single flat-colour paper wrapper, here bright yellow (#f2cf14), dominated by a huge red name in a flared circus-poster slab with a thin white outline, and two secondary words stacked beside it in white wide slab capitals. The brand name repeats in small white slab capitals along the top and bottom fold bands, the flavour is printed lowercase in white on a contrasting green strip at one end, and a small orange roundel overlaps the corner of the logo. Across the range the wrapper colour and strip change per flavour (red for milk, dark blue for dark, and so on) while the logo and layout stay fixed. Inside, the bar is moulded into deliberately unequal pieces.

https://tonyschocolonely.com Explore the brand

Chocolate & sweets
Light pack
Bold typographic
Playful colour

Color Palette

Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.

Pack body

Wrapper Yellow
#f2cf14
Flat full-coverage ground of the milk almond honey nougat wrapper

Ink

Tony Red
#e1252f
Giant main name lettering and text inside the roundel
Lettering White
#ffffff
Secondary stacked words, repeated edge bands, letter outlines and flavour text

Accent

Roundel Orange
#f39a1c
Small circular badge overlapping the top-left of the logo
Milk Bar Brown
#a5684a
The moulded bar itself, with unequal pieces and a debossed name

Range coding

Flavour Green
#23963a
End strip carrying the lowercase flavour name on this wrapper
Classic Milk Red
#d7262e
Wrapper ground of the plain milk bar, with the name in white
Dark Navy
#1f3a6e
Wrapper ground of the dark chocolate bar

Typography

Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.

The red main name fills almost the full height of the front; the two secondary words sit to its right in two white lines at roughly half that size. Repeated brand names in white run along the folds, and the flavour is the smallest text, turned sideways on the end strip.

Type scale

Estimated cap size as a share of the panel · Front face of the 180 g bar wrapper, about 75 mm tall

main-name
40% · Regular · Display
MARLO'S
secondary-words
18% · Regular · Headline
COCOA
edge-band
7% · Regular · Headline
MARLO'S COCOA CLUB
flavour-strip
6% · Bold · Body
hazelnut sea salt
roundel-text
3% · Bold · Body
Open here
back-copy
2.5% · Regular · Body
Unequally divided, on purpose.

Fonts

Display
Rye
Looks like
Rosewood, P22 Barnum, Playbill
Type
Flared western circus slab serif, condensed and heavy
Weight
Regular (heavy)
Case
Uppercase
Tracking
Tight, letters touching
Fallback
Playbill, Rockwell Extra Bold
Main name only, red with a thin white outline, letters sitting slightly unevenly like wood type.
Headline
Holtwood One SC
Looks like
Clarendon Black, Egyptienne Bold
Type
Wide heavy slab serif
Weight
Regular (heavy)
Case
Uppercase
Tracking
Normal
Fallback
Clarendon, Rockwell Bold
Two secondary words stacked in white beside the main name, and the small repeated name along the edge bands.
Body
Arvo
Looks like
Clarendon Bold, Century
Type
Bold slab serif
Weight
Bold, Regular
Case
Lowercase
Tracking
Normal
Fallback
Rockwell, Georgia
Flavour name on the end strip, text circling the roundel, and back-of-wrapper copy.

Structure & Proportions

Proportions

Purpose	Value	Preview
Main name height	About 70% of front height
Main name width	About 55% of front length
Secondary words width	About 35% of front length, right of the name
Edge bands	About 12% of front height each, top and bottom
End strip	About 4% of wrapper length
Colours per wrapper	Four: ground, red, white, strip colour, plus a small orange roundel	—
Density	Logo fills the face edge to edge; almost no empty ground	—

Shapes

Element	Value	Preview
Wrapper	Long flat rectangle
Roundel	Small orange circle overlapping the logo
End strip	Narrow vertical band at one end
Bar pieces	Unequal angular segments in the mould

Finishes

Matte uncoated paper
Outer wrapper · uncoated
Inner foil
Wrap around the bar · foil

Formats and materials


Formats	Bar wrapper, Mini bar wrapper, Gift box
Materials	Paper, Inner foil
Closures	Folded paper wrapper with a tear-open end; foil inner wrap
Decoration	Oversized logotype, Repeated name bands, Contrasting end strip, Roundel badge, Unequally divided moulded bar with debossed name

Front Panel

Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.

The whole wrapper is the label: one flat colour field, a giant two-part logo across the front, brand-name bands along both long edges and a coloured strip at one end.

Zone	Content
Front centre	Red main name plus stacked white secondary words
Top-left of logo	Small orange roundel
Long edges	Repeated brand name in white slab capitals
End strip	Lowercase flavour name in white on green, set vertically

Range System

Only one pack is in the library, so this rests partly on general knowledge: the logo and layout stay fixed while the wrapper colour, strip colour and flavour text identify each bar.

Milk almond honey nougat = yellow wrapper + green flavour strip
Milk = red wrapper
Dark = navy wrapper

Back of Pack & Shelf

The back of the wrapper continues the flat colour with a long paragraph of mission copy in white, a smaller ingredient and nutrition block and a small certification and barcode area.

Long conversational mission story in white slab type
Ingredients with allergens highlighted
Nutrition table in a small white box
Fairtrade-style certification mark
Barcode, weight and recycling marks

On shelf

On shelf the bars stack into thick stripes of flat colour, each carrying the same giant red-and-white logo, so the range billboards as a block of loud colour bars.

Imagery

No illustration or photography on the wrapper; the logotype is the image. Product shots show the bar itself, moulded in irregular pieces.

Guidelines

Do

Cover the whole wrapper in one bright flat colour, such as yellow #f2cf14.
Make the main name fill about 70% of the front height in a red flared circus slab (Display) with a thin white outline.
Stack the secondary words in white wide slab capitals beside it at about half its size.
Repeat the brand name in small white slab capitals along both long edges.
Put the flavour in lowercase white type on a contrasting coloured end strip.
Mould the bar into unequal pieces and deboss the name on one end.

Don't

Don't use sans-serif or refined serif type.
Don't add foil, gradients or premium finishes to the outer wrapper.
Don't add illustrations or photography to the wrapper.
Don't shrink the logo to make room for copy.
Don't use more than about four flat colours on one wrapper.

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More like this

# Tony's Chocolonely — Pack Style > circus-poster slab letters on a yellow wrapper **Category:** Food · **Tier:** Mid · **Origin:** NL · **Theme:** light **Source:** https://tonyschocolonely.com Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. Tony's Chocolonely wraps its bar in a single flat-colour paper wrapper, here bright yellow (#f2cf14), dominated by a huge red name in a flared circus-poster slab with a thin white outline, and two secondary words stacked beside it in white wide slab capitals. The brand name repeats in small white slab capitals along the top and bottom fold bands, the flavour is printed lowercase in white on a contrasting green strip at one end, and a small orange roundel overlaps the corner of the logo. Across the range the wrapper colour and strip change per flavour (red for milk, dark blue for dark, and so on) while the logo and layout stay fixed. Inside, the bar is moulded into deliberately unequal pieces. ## Tokens — Colors | Name | Value | Token | Group | Role | | --- | --- | --- | --- | --- | | Wrapper Yellow | `#f2cf14` | `--color-wrapper-yellow` | Pack body | Flat full-coverage ground of the milk almond honey nougat wrapper | | Tony Red | `#e1252f` | `--color-tony-red` | Ink | Giant main name lettering and text inside the roundel | | Lettering White | `#ffffff` | `--color-lettering-white` | Ink | Secondary stacked words, repeated edge bands, letter outlines and flavour text | | Roundel Orange | `#f39a1c` | `--color-roundel-orange` | Accent | Small circular badge overlapping the top-left of the logo | | Milk Bar Brown | `#a5684a` | `--color-milk-bar-brown` | Accent | The moulded bar itself, with unequal pieces and a debossed name | | Flavour Green | `#23963a` | `--color-flavour-green` | Range coding | End strip carrying the lowercase flavour name on this wrapper | | Classic Milk Red | `#d7262e` | `--color-classic-milk-red` | Range coding | Wrapper ground of the plain milk bar, with the name in white | | Dark Navy | `#1f3a6e` | `--color-dark-navy` | Range coding | Wrapper ground of the dark chocolate bar | ## Tokens — Typography The red main name fills almost the full height of the front; the two secondary words sit to its right in two white lines at roughly half that size. Repeated brand names in white run along the folds, and the flavour is the smallest text, turned sideways on the end strip. ### Display — Rosewood, P22 Barnum, Playbill · `--font-display` - **Classification:** Flared western circus slab serif, condensed and heavy - **Free lookalike:** Rye (Google Fonts) - **Fallback:** Playbill, Rockwell Extra Bold - **Weights:** Regular (heavy) - **Case:** Uppercase - **Tracking:** Tight, letters touching - **Role:** Main name only, red with a thin white outline, letters sitting slightly unevenly like wood type. ### Headline — Clarendon Black, Egyptienne Bold · `--font-headline` - **Classification:** Wide heavy slab serif - **Free lookalike:** Holtwood One SC (Google Fonts) - **Fallback:** Clarendon, Rockwell Bold - **Weights:** Regular (heavy) - **Case:** Uppercase - **Tracking:** Normal - **Role:** Two secondary words stacked in white beside the main name, and the small repeated name along the edge bands. ### Body — Clarendon Bold, Century · `--font-body` - **Classification:** Bold slab serif - **Free lookalike:** Arvo (Google Fonts) - **Fallback:** Rockwell, Georgia - **Weights:** Bold, Regular - **Case:** Lowercase - **Tracking:** Normal - **Role:** Flavour name on the end strip, text circling the roundel, and back-of-wrapper copy. ### Type Scale Sizes are cap height as a share of the reference panel: Front face of the 180 g bar wrapper, about 75 mm tall. | Role | Font | Weight | Size | Case | Token | | --- | --- | --- | --- | --- | --- | | main-name | Display | Regular | 40% of panel height | Uppercase | `--text-main-name` | | secondary-words | Headline | Regular | 18% of panel height | Uppercase | `--text-secondary-words` | | edge-band | Headline | Regular | 7% of panel height | Uppercase | `--text-edge-band` | | flavour-strip | Body | Bold | 6% of panel height | Lowercase | `--text-flavour-strip` | | roundel-text | Body | Bold | 3% of panel height | Mixed case | `--text-roundel-text` | | back-copy | Body | Regular | 2.5% of panel height | Sentence case | `--text-back-copy` | ## Structure & Materials - **Formats:** Bar wrapper, Mini bar wrapper, Gift box - **Materials:** Paper, Inner foil - **Closures:** Folded paper wrapper with a tear-open end; foil inner wrap - **Decoration:** Oversized logotype, Repeated name bands, Contrasting end strip, Roundel badge, Unequally divided moulded bar with debossed name ### Proportions | Purpose | Value | | --- | --- | | Main name height | About 70% of front height | | Main name width | About 55% of front length | | Secondary words width | About 35% of front length, right of the name | | Edge bands | About 12% of front height each, top and bottom | | End strip | About 4% of wrapper length | | Colours per wrapper | Four: ground, red, white, strip colour, plus a small orange roundel | | Density | Logo fills the face edge to edge; almost no empty ground | ### Shapes | Element | Shape | | --- | --- | | Wrapper | Long flat rectangle | | Roundel | Small orange circle overlapping the logo | | End strip | Narrow vertical band at one end | | Bar pieces | Unequal angular segments in the mould | ### Finishes | Finish | Where | Look | | --- | --- | --- | | Matte uncoated paper | Outer wrapper | uncoated | | Inner foil | Wrap around the bar | foil | ## Pack Elements ### Main name **Role:** Brand block Flared circus slab capitals in red #e1252f with a thin white outline, about 70% of front height, letters sitting unevenly like wood type. ### Stacked secondary words **Role:** Brand block Two words in white wide heavy slab capitals stacked to the right of the main name, about half its height. ### Edge bands **Role:** Repeat Brand name repeated in small white slab capitals along the top and bottom folds, running the full length. ### Flavour strip **Role:** Variant Narrow vertical band at one end in a contrasting colour, flavour set lowercase in white and turned sideways. ### Corner roundel **Role:** Callout Small orange circle overlapping the top-left of the main name with red curved text inside. ### Unequal bar mould **Role:** Product story Chocolate bar moulded into irregular, unequal pieces with the brand name debossed on one end. ## Do's and Don'ts ### Do - Cover the whole wrapper in one bright flat colour, such as yellow #f2cf14. - Make the main name fill about 70% of the front height in a red flared circus slab (Display) with a thin white outline. - Stack the secondary words in white wide slab capitals beside it at about half its size. - Repeat the brand name in small white slab capitals along both long edges. - Put the flavour in lowercase white type on a contrasting coloured end strip. - Mould the bar into unequal pieces and deboss the name on one end. ### Don't - Don't use sans-serif or refined serif type. - Don't add foil, gradients or premium finishes to the outer wrapper. - Don't add illustrations or photography to the wrapper. - Don't shrink the logo to make room for copy. - Don't use more than about four flat colours on one wrapper. ## Surfaces | Level | Name | Value | Purpose | | --- | --- | --- | --- | | 0 | Wrapper Yellow | `#f2cf14` | Flat wrapper ground | | 1 | Tony Red | `#e1252f` | Main name lettering on the ground | | 2 | Roundel Orange | `#f39a1c` | Badge overlapping the lettering | ## Front Panel Layout The whole wrapper is the label: one flat colour field, a giant two-part logo across the front, brand-name bands along both long edges and a coloured strip at one end. | Zone | Content | | --- | --- | | Front centre | Red main name plus stacked white secondary words | | Top-left of logo | Small orange roundel | | Long edges | Repeated brand name in white slab capitals | | End strip | Lowercase flavour name in white on green, set vertically | ## Range System Only one pack is in the library, so this rests partly on general knowledge: the logo and layout stay fixed while the wrapper colour, strip colour and flavour text identify each bar. - Milk almond honey nougat = yellow wrapper + green flavour strip - Milk = red wrapper - Dark = navy wrapper ## Back of Pack The back of the wrapper continues the flat colour with a long paragraph of mission copy in white, a smaller ingredient and nutrition block and a small certification and barcode area. - Long conversational mission story in white slab type - Ingredients with allergens highlighted - Nutrition table in a small white box - Fairtrade-style certification mark - Barcode, weight and recycling marks ## Imagery No illustration or photography on the wrapper; the logotype is the image. Product shots show the bar itself, moulded in irregular pieces. ## On Shelf On shelf the bars stack into thick stripes of flat colour, each carrying the same giant red-and-white logo, so the range billboards as a block of loud colour bars. ## Agent Prompt Guide Quick Color Reference: - Wrapper Yellow: #f2cf14 — Flat full-coverage ground of the milk almond honey nougat wrapper - Tony Red: #e1252f — Giant main name lettering and text inside the roundel - Lettering White: #ffffff — Secondary stacked words, repeated edge bands, letter outlines and flavour text - Flavour Green: #23963a — End strip carrying the lowercase flavour name on this wrapper - Classic Milk Red: #d7262e — Wrapper ground of the plain milk bar, with the name in white - Dark Navy: #1f3a6e — Wrapper ground of the dark chocolate bar - Roundel Orange: #f39a1c — Small circular badge overlapping the top-left of the logo - Milk Bar Brown: #a5684a — The moulded bar itself, with unequal pieces and a debossed name Create a long rectangular paper bar wrapper in flat bright yellow (#f2cf14), matte, no foil. Fill about 70% of the front height with an original name in a heavy condensed flared western slab serif in red (#e1252f) with a thin white outline. Stack two secondary words in white wide heavy slab capitals beside it, and repeat the brand name small in white along the top and bottom edges. Add a narrow green (#23963a) strip at one end with the flavour in lowercase white slab type set vertically. Overlap a small orange (#f39a1c) roundel on the top-left corner of the logo with curved red text inside. Image prompt: Product photo of a new chocolate bar brand in a circus-poster wrapper style: a long rectangular paper-wrapped bar in flat bright yellow, a huge red name in a heavy condensed flared western slab serif with a thin white outline filling the front, a second word stacked in white wide bold slab capitals beside it, the brand name repeated small in white slab capitals along the top and bottom edges, a green strip at one end with the flavour in lowercase white serif set vertically, and a small orange roundel overlapping the logo. Matte flat print, no foil. Beside it the unwrapped milk chocolate bar moulded into unequal pieces. White background, even studio light. Invent an original brand name and artwork; do not reproduce existing logos. ## Similar Brands - **Ben & Jerry's** — Mission-led treat brand with loud hand-set lettering and a fixed lockup, using cartoon illustration where this uses type alone. - **Mast** — Paper-wrapped bars with one pattern per flavour, but quiet and graphic where this is loud. - **Hu Kitchen** — Bold flat colour per flavour on paper wrappers with heavy type, in a cleaner sans system. - **Ritter Sport** — Also codes flavours by full wrapper colour on a fixed layout, with a sans wordmark and food photography. ## Quick Start ### CSS Custom Properties ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ :root { /* Colors */ --color-wrapper-yellow: #f2cf14; --color-tony-red: #e1252f; --color-lettering-white: #ffffff; --color-flavour-green: #23963a; --color-classic-milk-red: #d7262e; --color-dark-navy: #1f3a6e; --color-roundel-orange: #f39a1c; --color-milk-bar-brown: #a5684a; /* Typography — families (free lookalikes) */ --font-display: 'Rye', Playbill, 'Rockwell Extra Bold'; --font-headline: 'Holtwood One SC', Clarendon, 'Rockwell Bold'; --font-body: 'Arvo', Rockwell, Georgia; /* Typography — illustrative scale, as a share of the panel (Front face of the 180 g bar wrapper, about 75 mm tall) */ --panel-height: 75mm; --text-main-name: calc(var(--panel-height) * 0.4); --text-secondary-words: calc(var(--panel-height) * 0.18); --text-edge-band: calc(var(--panel-height) * 0.07); --text-flavour-strip: calc(var(--panel-height) * 0.06); --text-roundel-text: calc(var(--panel-height) * 0.03); --text-back-copy: calc(var(--panel-height) * 0.025); /* Proportions */ --main-name-height: 70%; --main-name-width: 55%; --secondary-words-width: 35%; --edge-bands: 12%; --end-strip: 4%; /* Surfaces */ --surface-wrapper-yellow: #f2cf14; --surface-tony-red: #e1252f; --surface-roundel-orange: #f39a1c; } ``` ### Tailwind v4 ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ @theme { /* Colors */ --color-wrapper-yellow: #f2cf14; --color-tony-red: #e1252f; --color-lettering-white: #ffffff; --color-flavour-green: #23963a; --color-classic-milk-red: #d7262e; --color-dark-navy: #1f3a6e; --color-roundel-orange: #f39a1c; --color-milk-bar-brown: #a5684a; /* Typography — families (free lookalikes) */ --font-display: 'Rye', Playbill, 'Rockwell Extra Bold'; --font-headline: 'Holtwood One SC', Clarendon, 'Rockwell Bold'; --font-body: 'Arvo', Rockwell, Georgia; /* Typography — illustrative scale, as a share of the panel (Front face of the 180 g bar wrapper, about 75 mm tall) */ --panel-height: 75mm; --text-main-name: calc(var(--panel-height) * 0.4); --text-secondary-words: calc(var(--panel-height) * 0.18); --text-edge-band: calc(var(--panel-height) * 0.07); --text-flavour-strip: calc(var(--panel-height) * 0.06); --text-roundel-text: calc(var(--panel-height) * 0.03); --text-back-copy: calc(var(--panel-height) * 0.025); /* Proportions */ --main-name-height: 70%; --main-name-width: 55%; --secondary-words-width: 35%; --edge-bands: 12%; --end-strip: 4%; /* Surfaces */ } ```