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
Never Square
since 1908
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Digging into its roots, we reconnected with the rebellious energy of founder Theodor Tobler. A rule breaker who fought for workers’ rights and flipped chocolate on its head. That spirit became Never Square: a rallying cry to defy the dull. We sharpened Toblerone’s iconic triangle into a modern emblem of originality, giving the brand a fearless new point of view.
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MAVERICK
Character in
every character
The wordmark became a defining expression of Never Square. Drawing from Toblerone’s original 1908 wordmark, we crafted bespoke, hand-drawn lettering brimming with charm, wit, and confidence. Each curve and corner carries the brand’s playful eccentricity — unapologetically unique and unmistakably Toblerone.
A fresh suite of assets
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MAVERICK
Taking Originality
to New Heights
World Travel Retail has always been Toblerone’s stage. But as traveller expectations shifted, we reimagined it as a global flagship experience — positioning Toblerone as an icon of contemporary gifting. From immersive installations to city-exclusive drops, every element was designed to build desire, elevate the everyday, and put originality back at the heart of travel.
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NS Labs
Limited Editions
Worth Travelling For
We launched Never Square Labs as Toblerone’s playground for innovation — ultra-limited launches designed to build exclusivity and collectability. Each flavour became a headline act, with its own bold identity, personality, and hero city, giving us licence to dial up the drama while tapping into local culture. From Strawberry Matcha in Singapore to Eton Mess in London and Crunchy Popcorn in Athens, elevated packaging and immersive airport activations made every release feel like an event worth travelling for.
MAVERICK
Toblerone x Swarovski
To elevate Toblerone’s luxury credentials, we joined forces with Swarovski to create a global moment of brilliance — one celebrating originality and unapologetic glamour. From campaign identity to packaging and immersive retail, the collaboration culminated in the rarest Toblerone ever made: a crystal-encrusted bar with 576 hand-cut facets. Alongside it, runway-inspired accessories brought a touch of sparkle to travellers across World Travel Retail.
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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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