The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Design

Be More Triangle

Agency Bulletproof / London + Mondelez International / Zurich

Client Toblerone


Packaging / Mass-market

Annual ID


About the Work

In 1908, Theodore Tobler’s visionary attitude led to the creation of his oh-so-unconventional chocolate bar and its unique monolithic shape. Our challenge? To celebrate Toblerone’s premium heritage with a reimagined boldness and character, distinctive for today. We introduced a wonderfully quirky new wordmark, handcrafted bespoke typography and revitalised script. Vibrant colours showcase flavours, with the iconic triangular chunk front and centre, and our brand mark wrapped over our pack’s edges (our edges define us, after all!). As a nod to our Swissness, we even revamped the mountain. Asserting our new ‘Be More Triangle’ purpose at every turn, Toblerone saw retail growth of +14% RSV, 10pp share YoY and delivered 153% against target for DTC sales.

2023 Awards

Total Points: 3




Bulletproof / London

Client / Brand

Mondelez International / Zürich

Client Partner

Hannah Johnson
Rebecca Barron

Chief Creative Officer

Nick Rees

Creative Director

Vini Vieira

Motion Designer

James Bluett


Carl Bartram

Design Director

Beth Drummond


Annalisa Viola


Oliver Ward
Richard Doran

Associate Motion Director

Fahud Ahmed

Associate Production Manager

Ryan Edwards

Client Business Director

Mo Doyle

Client director

Sarah Chadwick

Client Manager

Sophie Kane

Digital Creative Director

Jim Hare

Motion Creative Director

Jordan Assender

Senior Client Manager

Danielle Borg
Hannah Walker

Senior Strategist

Marc Solomon

Strategic Business Director

Kata Cserveny


Chris Burge
Jake Walton
Mark Jenkins

Visualising Director

Paul Shepherd

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