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Toblerone's rebranding leans into its iconic triangle shape

toblerone old logo
Toblerone new logo

The iconic chocolate brand unveiled a new visual identity.

The change comes with a new purpose: 'Be More Triangle'. It is "an ethos that encourages those who dare to be different to embrace their edges," according to Bulletproof, the agency behind the rebranding. "Toblerone’s familiar palette has been injected with vibrant positivity," it says further. "Fresh distinctive brand assets have been introduced to reinforce the brave new purpose and bold ambition of the brand."

Owned by Kraft Foods Inc. and then procured by Mondelez International in 2012, Toblerone is a chocolate brand made in Switzerland. The chocolate bar was created by Theodor Tobler and Emil Baumann in 1908, and was named after Tobler and torrone, the Italian word for a type of nougat found in the chocolate bar.

The chocolate bar is most known for its distinct shape. Unlike other chocolate bars, Toblerone is created like a pyramid, with nine pyramid pieces per regular-sized bar. It is commonly believed that the shape of the chocolate bar was based on the Matterhorn in the Swiss Alps, and the silhouette of the mountain now serves as the logo of the brand.

The manufacturing process of Toblerone was applied for a patent by Tobler himself in 1909, and the brand was trademarked within the same year in Berg. The brand has produced a variety of flavors since its conception, including but not limited to Dark and White chocolate, Fruit & Nut, Crunchy Salted Almond, and Crispy Coconut.

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