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.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
