From the peak to the pocket
A brand refresh built around the shape everyone already loves
Toblerone’s silhouette is instantly recognisable — the story around it needed to catch up.
We developed a new identity and brand repositioning centred on Toblerone's most-loved assets, built for collectability and gifting, with 'Never Square. Be More Triangle.' as the disruptive thread running through it.
Toblerone spent decades building its position as the world's leading duty-free chocolate — until Covid grounded international travel, and duty-free revenue, almost overnight. We built a direct-to-consumer strategy that didn't depend on an airport.
Personalisation, a first for the brand, sharpened its appeal as a gift people already sought out, backed by seasonal campaigns and limited editions. A new product line also moved the brand into mainstream retail for the first time — a repositioning built for gifting brands anywhere that need a route to consumers beyond a single channel.
What is a D2C brand strategy?
A direct-to-consumer strategy builds a route to customers that doesn't rely on a single retail or distribution channel — personalisation, seasonal campaigns and owned channels replacing dependency on any one point of sale.
Does this apply to gifting brands outside confectionery?
Yes — the repositioning principles (channel diversification, personalisation, seasonal urgency) apply to any gifting-led brand, not just chocolate.