Tony’s Chocolonely, the chocolate company on a mission to end exploitation in cocoa, has cause to celebrate today as their signature brand colour red becomes officially standardised by the global colour authority, Pantone. To mark the occasion, Tony’s invited the public to explore what red really means by stepping inside the vibrant world of Tony’s Only Red with a daring pop-up in London’s Soho.
The Tony’s Only Red Room gave guests permission to indulge in a bar of Tony’s in a way they have never done before – privately, playfully and with all their senses.
The pop-up boldly reminds everyone that Tony’s Chocolonely’ s mission has always been to blend pleasure with purpose, after all the colour red is often associated with both passion and pleasure; it’s the ultimate expression of indulgence. Tony’s Only Red is unapologetically bold, a shade that celebrates pleasure without compromise. Amid the noise of GLP-1s and Ozempic pressures, Tony’s reminds us that chocolate, through its colour, texture, and taste, can be a deeply sensory experience rooted in emotion, connection, and joy.
Behavioural Psychologist, Jo Hemmings, explains why the colour red is so often associated with pleasure and desire, “Red is a colour known for arousal and being evocative – it awakens the senses, heightens desire and creates a space where indulgence feels both intimate and empowering. In this room, every taste of chocolate becomes more than flavour – it’s an experience of passion, pleasure, and presence.”
Tony’s Chocolonely’s signature colour Tony’s Only Red remains a bold statement of the positive change they’re driving in the chocolate industry. It also embodies their daring optimism and trailblazing spirit. In an ‘always-on’ world where social media demands constant presence, aesthetic reigns supreme, and even snacking is under scrutiny, taking an unapologetic moment of pleasure feels almost rebellious.
“We chose red because it’s arresting,” says Sadira E. Furlow, Tony’s Chief Brand Officer. “Tony’s Chocolonely Only Red is more than a colour – it’s a bold statement of our mission to make the cocoa industry fairer while crafting chocolate that’s irresistibly tasty. It’s bold, it’s joyful, it’s powerful. And now, thanks to Pantone, it’s official.”
Pantone’s team brought rigor to the process, testing and refining the colour until they captured the exact shade that reflects Tony’s mission. As Laurie Pressman, Vice President of the Pantone Colour Institute puts it, “Tony’s Chocolonely is all about celebrating the magic of chocolate and breaking the mould while doing so. In keeping with that spirit, Tony’s Chocolonely Only Red is a confident, and captivating red that challenges the status quo, defies convention, and makes no compromises on taste or impact.”