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Everland Updates the Danish Chocolate Classic Guld Barre

by Rudy Sanchez on 09/20/2022 | 3 Minute Read

Toms is a Danish candy company in operation since 1924, and their flagship product is the Guld Barre (or Gold Bar in English), a uniquely-shaped chocolate bar with deep, round valleys. When they introduced the Guld Barre to the public in 1932, the price of cocoa had risen drastically, so much so that folks at Toms would say it ought to be made out of gold.

Although a beloved Danish classic, Toms felt it was time to revitalize and contemporize the snack brand. Toms started with the chocolate bar shape, returning to the original design that splits apart with a satisfying crack.

Toms approached Scandinavian agency Everland to refresh Guld Barre’s visual identity, thanks in part to Everland’s previous work with heritage Danish brands like Tuborg Squash.

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“Toms Guld Barre has a long and proud history here in Denmark. Every Dane knows Toms Guld Barr,” said Jonathan Faust, Everland design director. “Our goal was to make the design relevant again to the consumer. We achieved this by translating Guld Barre’s heritage and original design from 1932 into a contemporary design.”

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The new packaging for the Guld Barres retains the signature gold background. The gold wrappers maintain a strong shelf presence while connecting them to the chocolate brand’s legacy. Secondary colors that distinguish different flavors are brightened and flattened with monochromatic stripes. The logotype gets updated with an elegant typeface, contrasted with softer secondary typography. Everland also worked on the activation of the updated identity, using the updated visual elements.

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“It’s a great honor to work on Danish Icons like Tuborg Squash and Toms Guld Barre; they are brands every Dane has an opinion about as well as a strong emotional bond with,” Faust said. “It can be a daunting experience that requires you to find the perfect balance between past, present, and future. You have to design with longevity and commercial impact in mind but still respect the legacy while creating a design that every consumer needs to connect with, young and old. It's challenging, but it's also one of the most exciting jobs as a designer.”

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Guld Barre’s new look feels classic without being dated, communicates clearly with a straightforward system, and uses the brand’s historic visual elements for a powerful presentation on the shelf.

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