Designed by: Bulletproof | Market region: Global
Iconic chocolate brand Toblerone has recently unveiled its new evolved look. The attractive redesign celebrates the brand’s uniqueness.
Toblerone teamed up with the London-based design agency Bulletproof to create a new brand story that “pays tribute to the importance of being stubbornly triangle in a world of squares.”
Chief Creative Officer of Bulletproof, Nick Rees, mentions:
“Looking back into a brand’s archives usually uncovers a world of craft and lost nuance. But we uncovered something much more powerful. Mr. Tobler was way ahead of his time, an activist, a maverick and a true disruptor yet he never once took his eye from his driving ambition: to make high quality, deliciously surprising chocolate experiences.”
The packaging
The new look of Toblerone includes redrawn mountain, Tobler signature, Toblerone wordmark, and typeface, along with vibrant illustrations that celebrate triangles and their uniqueness.
Emanuel Gävert, Global Brand Lead for Toblerone, mentions:
“Our new purpose and elevated identity marks the start of an exciting new journey for the brand, one which we hope encourages uniqueness in all its forms. As a brand, we want to effect positive change and positively influence consumer behavior, and – thanks to a truly collaborative approach between us and our agency partners – this rebrand gives us the purpose and platform to set such change in motion.”
