Celebrating the triangle in a sea of squares.
Toblerone has never played it straight. But after a century of being the global icon of triangular chocolate, it had become known for just one thing: the airport. As premium snacking evolved, we set out to remind people what made Toblerone iconic in the first place, turning its maverick spirit into a platform for creative innovation. From packaging and immersive retail to limited-edition drops and a sparkling Swarovski collaboration, we’re helping Toblerone move into new realms of luxury, relevance and desire.
project
Toblerone Rebrand
client
Mondelēz International
Services
Innovation
Brand Strategy
Brand Identity System
Packaging Design
Motion Design
Digital Design
3D & Environment Design
COLLABORATORS
Found
Alistair McCready
MAVERICK
Inspired by
an original
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Theodor Tobler was a maverick who rocked the establishment with his un-rectangular masterpiece. Our identity harks back to his original vision, with a new brand purpose and strategic positioning that acts as a rallying cry for those who dare to be different: ‘Be More Triangle’.
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A playful world
of gifting
With a fresh suite of distinctive assets, we set the tone for a premium but playful world of brand activations. Motion-first design adds vibrant positivity, with delightfully crafted, discoverable details that elevate the experience to brave new peaks.
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The sweet aftertaste
More than 100 years after Tobler’s original dream, his brand owns progressive premium once more. With the new identity driving desire and premiumisation, Toblerone’s pivot has been a global success, with retail growing 18% across seasonal gifting and limited editions, and a 31% increase in-store visit intent. Our Golden Caramel release created a new gifting ritual, with 5000 units sold within 2 weeks — 153% above target for DTC.
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Mining a diamond
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Growth
153%+
Delivered 153%+ against target for DTC sales. Retail growth 14%+ RSV & 10pp share YoY.
Standout
48%+
48% willing to pay more for the seasonal design.
29% spontaneous brand recall.
Press coverage of rebrand had reach of 7m+.
Fandom
31%+
31% of consumers said they’d visit a store to buy. LTO drop saw 5000 units sold online in two weeks.
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A fresh
suite of assets
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