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Category
Branding / Logo
Annual ID
ADC102_BCD069M
About the Work
With its iconic structure, Toblerone has always stood out in the sea of squares but the logo, although distinctive in its colour and form, had become corporate and austere.
We had to regain uniqueness, quirks, quality and depth. To handcraft a typography that would be just as distinctive, but completely ownable for the brand today. To Be More Triangle.
Inspired by the Toblerone archives, we reintroduced the character of the original with bold quirks. An off-centre counter in the ‘O’, an unconventionally thickened base to the ‘E’. By reclaiming Toblerone’s disruptive originality, we created a wordmark to own the future.
We had to regain uniqueness, quirks, quality and depth. To handcraft a typography that would be just as distinctive, but completely ownable for the brand today. To Be More Triangle.
Inspired by the Toblerone archives, we reintroduced the character of the original with bold quirks. An off-centre counter in the ‘O’, an unconventionally thickened base to the ‘E’. By reclaiming Toblerone’s disruptive originality, we created a wordmark to own the future.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Bulletproof / London
Client / Brand
Mondelez International / Zürich
Client Partner
Hannah Johnson
Rebecca Barron
Chief Creative Officer
Nick Rees
Creative Director
Vini Vieira
Design Director
Beth Drummond
Designer
Annabel Hillier
Bethany Harrison
Chris Edwards
Chris Nixon
George Percy
Haydn Marsh
Hayley Flavell
Penny Hannibal
Motion Designer
James Bluett
Photographer
Carl Bartram
Typographer
Alistair McCready
Associate Motion Director
Fahud Ahmed
Digital Creative Director
Jim Hare
Motion Creative Director
Jordan Assender
Senior Strategist
Marc Solomon
Artworker
Annalisa Viola
Oliver Ward
Richard Doran
Associate Production Manager
Ryan Edwards
Brand Manager
Aoife Keany
Client Business Director
Mo Doyle
Client Director
Sarah Chadwick
Client Manager
Sophie Kane
Director of Design Excellence & Operations EU & EE
James Norris
Global Brand Lead Toblerone
Emanuel Gavert
Global Equity & Activation Manager Toblerone
Justyna Biernat-Datszuta
Global Head of Brand
Grace Dawson
Senior Artworker
Annalisa Viloa
Richard Doran
Senior Client Manager
Danielle Borg
Hannah Walker
Strategic Business Director
Kata Cserveny
SVP, Global Brands
Mie-Leng Wong
Visualiser
Chris Burge
Jake Walton
Mark Jenkins
Visualising Director
Paul Shepherd
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