Toblerone Rebrand & Brand Identity

Toblerone, owned by Mondelēz, was the world's favorite airport chocolate until Covid halted travel and cost it more than 20% of its revenue. Bulletproof's 2022 rebrand redrew the name lettering from the archive, with an off-center O and a heavy E, and streamlined the mountain mark while keeping the bear hidden inside it. Drawing on founder Theodor Tobler's maverick spirit, it set out to move the brand from duty-free shelves into culture.