Premium chocolate was seeing double-digit growth, and Toblerone wanted a piece. Dreamt up amongst the Swiss Alps in 1908, the brand had become the duty-free chocolate of choice. Then Covid hit, accelerating e-comm’s lift-off while grounding international travel, and with it, more than 20% of the brand’s revenue stream. Toblerone needed to pivot earlier, faster and with a bigger push to D2C, but the brand was aligned more to the place it was purchased than the people who purchased it. To drive growth, Toblerone needed to exist in culture, not just the airport.

Theodor Tobler was a maverick. Driven by a belief in a world without borders, he championed causes while rocking the chocolate establishment with his masterpiece; Toblerone. While his progressive attitude was dominating modern culture more than 100 years later; this wasn't reflected in the brand. So, it was Theodor’s original belief that inspired a brave new brand purpose; ‘Be More Triangle’ – a rallying cry for those who dare to be different. We translated this idea into experience principles, crafting a Sensory Brand World that encouraged people to ‘Celebrate their Edges’.

Blessed with an iconic proprietary structure, we focused our attention on the core of the pack, the distinctive Toblerone word mark. The revitalisation of the Toblerone wordmark drew inspiration from the Toblerone archives, reintroducing the character of the original through bold quirks such as an off-centre counter in the ‘O’ and an unconventionally thickened base to the ‘E’.

We wrapped the brand mark over the edge of the structure, visually encouraging consumers to discover all angles and edges of the pack, after all, as a triangle, it is our edges that define us!

Next came the challenge to celebrate our premium Swiss chocolate heritage, and we put our chunk, awkwardly and proudly front and centre on pack, showing off the delicious chocolate and all its inclusions.

The results speak for themselves; across seasonal gifting and limited editions, retail grew 14%, with the new identity driving a 31% increase in store visit intent. While the Golden Caramel release established a new cultural gifting ritual, with 5,000 units sold online within 2 weeks.