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Saba
Rahimi

Saba
Rahimi

Tony's Chocolonely

Tony's Chocolonely

Revealing how familiar chocolate brands rely on unethically sourced cacao, masked by low prices and convenience.

Revealing how familiar chocolate brands rely on unethically sourced cacao, masked by low prices and convenience.

Revealing how familiar chocolate brands rely on unethically sourced cacao, masked by low prices and convenience.

Deliverables

Deliverables

OOH, Social Media Content

OOH, Social Media Content

OOH, Social Media Content

Client

Client

Self Initiated

Self Initiated

Self Initiated

Year

Year

2026

2026

2026

Role

Role

Copywriter and Art Director (Saba Rahimi) Strategist (Sachin Tartamella)

Copywriter and Art Director (Saba Rahimi) Strategist (Sachin Tartamella)

Copywriter and Art Director (Saba Rahimi) Strategist (Sachin Tartamella)

Project Overview

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Project Overview

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Crumbled posters of familiar chocolate brands expose the hidden truth through bold copy.

Reveal the truth

Reveal the truth

Reveal the truth

Reveal how familiar chocolate brands rely on unethically sourced cacao and child labour, masked by low prices and everyday convenience, and disrupt routine purchases to make consumers confront the consequences of their choices.

Reveal how familiar chocolate brands rely on unethically sourced cacao and child labour, masked by low prices and everyday convenience, and disrupt routine purchases to make consumers confront the consequences of their choices.

Reveal how familiar chocolate brands rely on unethically sourced cacao and child labour, masked by low prices and everyday convenience, and disrupt routine purchases to make consumers confront the consequences of their choices.

Prototyping crumbled packaging of familiar brands that reveals a hidden message when torn open.

Disruption created through torn posters that reveal the message and the true cost of unethical chocolate

What Sweet Really Costs

What Sweet Really Costs

What Sweet Really Costs

A series of poster-style interventions designed to live in retail-adjacent environments. The compositions use bold colour blocking, familiar branding cues, and ripped-paper reveals to juxtapose sweetness with reality. The message “What Sweet Really Costs” reframes chocolate not as a treat, but as a decision with social impact.

A series of poster-style interventions designed to live in retail-adjacent environments. The compositions use bold colour blocking, familiar branding cues, and ripped-paper reveals to juxtapose sweetness with reality. The message “What Sweet Really Costs” reframes chocolate not as a treat, but as a decision with social impact.

A series of poster-style interventions designed to live in retail-adjacent environments. The compositions use bold colour blocking, familiar branding cues, and ripped-paper reveals to juxtapose sweetness with reality. The message “What Sweet Really Costs” reframes chocolate not as a treat, but as a decision with social impact.

Outcome

The work shifts the narrative from guilt to awareness, giving consumers agency by making the consequences of their choices visible. It highlights how strategic design interventions in everyday spaces can challenge normalized behaviour and encourage more conscious consumption.

Reflection

This project demonstrated how design can act as confrontation rather than persuasion. Instead of relying on statistics or explanation, visual disruption became the storytelling tool. The physicality of tearing and layering communicated the message instantly, showing that ethical awareness can be sparked through material and form as much as through words.

‹ BTA @ YorkU

‹ BTA @ YorkU

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