Experiment in Swissness

The new packaging and stacking idea not only solved an existing problem but also became an instant shelf attraction.

Graphic Design

Mondelez

Middle East

2015

SERVICES

Packaging Design

Toblerone, an iconic Swiss chocolate brand, sought to optimize its packaging design in Dubai to improve logistics, stacking solutions, and margins.

The challenge was also to maintain a packaging solution that was both innovative and premium, maintaining Toblerone’s reputation for excellence while enhancing its on-shelf presence.

Punch was tasked with designing a solution that would resonate with Toblerone’s global audience, particularly in regions with premium gifting demand.

Challenge

Toblerone’s existing packaging required a redesign to boost shelf efficiency, streamline logistics, and lower production costs to hit a more accessible price point—all while preserving the brand’s premium image.

The design would need to appeal to international markets and provide flexibility for seasonal variations, such as Ramadan in the Middle East, when demand for gifts peaks.

The challenge was to develop a packaging solution that maintained the brand’s iconic status while addressing the practical needs of modern retail.

Solution

Punch responded to the challenge with an innovative trapezoid packaging structure, allowing Toblerone bars to be stacked in multiples of 3, 5, 7, or more within a single pack.

This design increased SKU options on shelves, making Toblerone products more versatile and visible in stores.

The trapezoid shape not only optimized space but also presented a striking, tiered effect that immediately attracted attention.

To enhance the premium feel, the packaging incorporated embossing and spot varnish, giving it a tactile, luxurious quality.

A seamless ribbon design flowed across multiple packs, symbolizing celebration and gifting—a thoughtful touch that reinforced Toblerone’s status as a preferred choice for special occasions.

In addition, Punch designed a unique packaging concept for Ramadan.

The team proposed a luxurious series of gold-foiled packs, styled to resemble gold bars and create an eye-catching, vault-like display when stacked.

In addition to gold, we designed two other striking versions—silver and black titanium—adding variety and enhancing the display’s allure.

This design, aligned with the festive spirit of Ramadan, provided Toblerone with a distinctive presence that celebrated cultural significance while exuding Swiss elegance.

Success

The trapezoid packaging design delivered significant improvements in Toblerone’s logistics, stacking, and on-shelf presence, enhancing both its retail efficiency and brand appeal.

The premium elements, such as embossing and spot varnish, and the seamless celebration ribbon, elevated the brand’s identity and created a memorable customer experience.

The Ramadan packaging solution strengthened Toblerone’s appeal in the Middle East, connecting with customers in a culturally relevant and visually impactful way.

Through this reimagined packaging, Punch successfully maintained Toblerone’s reputation as an iconic, “persistently phenomenal” brand, while setting a new standard for creative, market-driven design solutions in the confectionery industry.

Summary

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