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.
project
Toblerone Rebrand
client
Mondelēz International
Services
Innovation
Brand Strategy
Brand Identity System
Packaging Design
Film & Motion Design
Digital Design
3D Environment
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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