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Bulletproof's Redesign Of Toblerone Is Peak Triangle

by Rudy Sanchez on 07/11/2022 | 3 Minute Read

Toblerone is a Swiss chocolate brand known for its triangular shape. The Swiss confection was created in 1908 by Emil Baumann and Theodor Tobler, combining chocolate and chewy, nougat-based candy. In addition to creating the name, Theodor also came up with the chocolate’s form and packaging. Owned by Mondelez, Toblerone has stood out for over a century, largely thanks to its distinctive shape.

The brand recently worked with agency Bulletproof to create a revamped brand story and visual identity that embraces Toblerone’s long tradition of being different in a world filled with rectangular and square chocolates. 

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Logo before (above) and after (below).

Bulletproof looked to Toblerone’s history for inspiration for a new wordmark, adding unique touches like off-centered counters and thick bases on the letter “E.” The new logo is also bold, a manifestation of the brand’s new core design principles: “defined by our edges,” “strikingly different,” and “vibrantly positive.”

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The new packaging design also embraces those principles. The triangular shape of the box is retained, of course. But the black is swapped for blue in the logo shadow, creating even more contrast, and the bottom of the logo overlaps a panel fold for a quirky and distinctive touch. The Matterhorn illustration gets reworked to be more triangle-shaped and now appears above the logo instead of the side. The new Matterhorn illustration retains the hidden bear, a symbol of Toblerone’s Bern, Switzerland’s birthplace. Finally, an enlarged image of a piece of a broken-off chocolate peak is placed on several panels, and the Matterhorn is placed on a side panel, accompanied by Tobler’s signature.

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Toblerone also worked with digital production company Media Monks to create a new DTC e-commerce website. The new site features a gift bar customizer with seven bold packaging designs and the ability to add the recipient’s name and a personalized message. The distinctive designs use vibrant color palettes inspired by music, fashion, and art.

“Theodor Tobler broke the mold in his time—when others were creating squares, hemmed in by the refinement and rules of Swiss chocolate production, he went off on a tangent,” said Nick Rees, chief creative officer and partner at Bulletproof, in a press release. “Delving into the archive and the founder’s story informed the new brand purpose. Toblerone champions the triangles: those who dare to be different, to be themselves, who dare to stand against conformity and unleash their ingenuity.”

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Toblerone’s gift shop is live now, with the new brand identity and packaging rolling out in the coming months.


Images courtesy of Bulletproof.

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