About Toblerone Matterhorn (1908)
Toblerone is a mountain compressed into a shape. Born in Bern in 1908, it fused an equilateral triangle, the Matterhorn's hooked peak, and a bear hidden in the rock into one silhouette readable from across a room. The design language runs on gold foil, alpine red, and a strict triangular geometry.
This system treats the chocolate bar's cross-section as a structural grid: prism rows, zigzag peak dividers, and folded-facet cards that catch light like foil. Warm and saturated, never pastel — the gold reads as pressed metal, the red as a heritage trademark, and the whole thing wears its Swiss confidence openly.
- Origin
- Bern, Switzerland
- Era
- 1908 founding; identity consolidated 1909–1920s; Matterhorn-with-bear crest since 1970
- Key figures
- Theodor Tobler · Emil Baumann · Jean Tobler
- Movements
- Swiss brand heraldry · early 20th-century packaging design · alpine tourism iconography
Toblerone Matterhorn (1908) design spec
Colors
Typography
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