BE
MORE
TRIANGLE
Shouting out the triangles in a sea of squares.
Toblerone was the world’s favourite duty-free chocolate. Right up until Covid grounded international travel — and the brand lost 20%+ of its revenue stream overnight. We helped them pivot with a push to D2C, harnessing disruption to set new foundations for growth, standout, and fandom, and giving them the tools to exist in culture — not just the airport.
INSPIRED BY AN ORIGINAL
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’.
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.
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.