Toblerone, the renowned Swiss chocolate bar, is undergoing a significant transformation as its iconic Matterhorn image is replaced with a generic alpine summit. The rebranding is a result of the production shift outside of Switzerland, with some of the production being relocated to Bratislava, Slovakia.
Toblerone’s pyramid-shaped pieces were initially designed to resemble the distinct Swiss peak, but the brand’s US owner, Mondelez, is now redesigning the packaging with a modernized, streamlined mountain logo that aligns with the geometric, triangular aesthetic of the bar.
The redesign will also feature a new Toblerone typeface and logo inspired by the brand’s archives, with the founder’s signature added to the packaging.
The decision to change the iconic Matterhorn image has stirred mixed reactions from Toblerone enthusiasts worldwide. However, the brand’s management is optimistic that the redesign will help Toblerone stay relevant and appeal to a broader audience.
This article provides an in-depth analysis of the packaging redesign, the reason for the change, the new logo and typeface, and the production shift, as well as the Swissness Act and regulations.
Packaging Redesign
The redesign of Toblerone’s packaging, which includes the replacement of its iconic Matterhorn image with a generic alpine summit and the addition of a new Toblerone typeface and logo inspired by the brand’s archives, is a result of the production being shifted outside of Switzerland and the brand’s owner, Mondelez, aiming to modernize its packaging design.
The pyramid-shaped pieces of Toblerone were designed to resemble the Swiss peak, but with the production being moved to Bratislava, Slovakia and a plant that produces Milka products, the brand no longer meets the requirements of the Swissness Act to market as ‘made in Switzerland’.
The redesigned packaging will feature a streamlined mountain logo that aligns with the geometric, triangular aesthetic of the bar. The founder’s signature will also be added to the packaging, and the wording will be changed from ‘of Switzerland’ to ‘Established in Switzerland’.
These changes, along with the new Toblerone typeface, aim to create a modern and visually appealing packaging design while still paying homage to the brand’s Swiss heritage.
Reason for Change
Due to production being relocated outside of Switzerland, the packaging of Toblerone chocolate bars will undergo a redesign, replacing its well-known image of the Matterhorn with a generic alpine summit. The move is a result of the brand’s owner, Mondelez, shifting some production to Bratislava, Slovakia, and a plant that produces Milka products.
Additionally, the new packaging will feature a modernized mountain logo that aligns with the geometric, triangular aesthetic of the bar, along with a new Toblerone typeface and founder’s signature added to the design. The decision to update the packaging was made as a way to streamline the brand’s image and create a more cohesive look across its products.
However, the move away from the iconic Matterhorn image has caused some concern among consumers who associate the chocolate bar with its Swiss heritage. Despite this, Mondelez has ensured that the Toblerone bars will still be produced in Switzerland and that the new packaging will read ‘Established in Switzerland’ instead of ‘of Switzerland,’ in accordance with the Swissness Act that protects items claiming to be from Switzerland.
New Logo and Typeface
Incorporating a modernized mountain logo and a new Toblerone typeface, the redesigned packaging of the chocolate bars aligns with the geometric, triangular aesthetic of the product. The new logo features a streamlined mountain peak, which is a departure from the iconic Matterhorn image that has been synonymous with the brand. The redesign also includes a new Toblerone typeface that is inspired by the brand’s archives. The founder’s signature will also be added to the packaging, which will read ‘Established in Switzerland’ instead of ‘of Switzerland’.
To further engage the audience, a 2 column and 4 row table in markdown format could be added to showcase the new Toblerone logo and typeface. The table could include images of the old and new packaging designs, along with a brief description of the changes made. This table would provide a visual representation of the redesign, making it easier for the audience to understand the changes made to the iconic chocolate bar brand. Overall, the new modernized mountain logo and Toblerone typeface align with the brand’s commitment to innovation and evolution while still maintaining its Swiss heritage.
| Old Packaging | New Packaging | |
|---|---|---|
| Logo | Matterhorn Image | Streamlined Mountain Peak |
| Typeface | Classic Serif | Modernized Toblerone Typeface |
| Founder’s Signature | Not included | Included |
| Packaging Text | ‘Of Switzerland’ | ‘Established in Switzerland’ |
Production Shifts
One of the consequences of Toblerone’s production being shifted outside of Switzerland is the need for the brand to comply with the Swissness Act, which regulates the use of national symbols in the marketing of foodstuffs claiming to be from Switzerland.
The act mandates that to market as ‘made in Switzerland’, foodstuffs must have 80% of raw ingredients sourced from the country, with the majority of processing taking place there. Additionally, the quota for milk and milk-based products is 100%, with exceptions granted for ingredients like cocoa that cannot be sourced from Switzerland. National symbols cannot be used to promote milk-based products that fall short of these requirements.
In light of these regulations, Toblerone’s decision to replace the Matterhorn image on their packaging with a generic alpine summit can be seen as a strategic move to comply with the Swissness Act, while still retaining the brand’s association with the Swiss landscape.
This shift in production to outside of Switzerland has also prompted the brand to add the phrase ‘Established in Switzerland’ to their packaging instead of ‘of Switzerland’. These changes, including the new Toblerone typeface and logo, inspired by the brand’s archives, reflect a modernized, streamlined approach to the brand’s image in the global market.
Swissness Act and Regulations
Compliance with the Swissness Act is a crucial aspect for foodstuffs claiming to be made in Switzerland, as the act sets strict requirements for the use of national symbols in marketing and requires a majority of processing to take place in the country.
To market as ‘made in Switzerland’, foodstuffs must have 80% of raw ingredients sourced from the country, with the majority of processing taking place there. The quota for milk and milk-based products is 100%, with exceptions for ingredients like cocoa that cannot be sourced from Switzerland.
National symbols cannot be used to promote milk-based products that fall short of these requirements, and any misuse of Swiss symbols can result in legal action.
As Toblerone plans to shift some of its production to Bratislava, Slovakia and a plant that produces Milka products, it will need to ensure that it complies with the Swissness Act and regulations.
This may require the brand to adjust its marketing and packaging strategies accordingly, and ensure that its products meet the requirements for being marketed as ‘made in Switzerland’. Failure to comply with the Swissness Act can have significant consequences for companies, including fines and reputational damage, making it essential for Toblerone to ensure that it adheres to these regulations.
