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Toblerone to change distinctive branding

Toblerone have to change their branding to make it non-Swiss as they move production out of Switzerland. This is a reminder that brands may be forced to change iconic parts of their branding as a result of changes in commercial practices. In this case, Toblerone plan to use a generic summit to replace the iconic Matterhorn logo. The question is will the "Bern Bear" be replaced by a more generic bear or will the designers take the opportunity to include a new hidden image in the generic summit?

My colleague Esther has also commented on the Toblerone news (with a side of Gruyere) here.

Toblerone is to remove the Matterhorn mountain peak from its packaging when some of the chocolate's production is moved from Switzerland to Slovakia. The pyramid-shaped bar, which mirrors the Alpine peak, will undergo a labelling revamp and include its founder's signature, its maker said. US firm Mondelez said the image of the 4,478m (14,692 ft) mountain will be replaced by a more generic summit. Strict rules have applied about "Swissness" since 2017.


brands & trade marks, food & drink