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Toblerone revamps packaging into “art you can eat”

Toblerone packaging

Toblerone revamped its packaging into “art you can eat”.  Inspired by UAE, the packaging acts as a two-in-one pack – doubling as a wrapper and a poster.

The triangular chocolate is one of the most easily identifiable chocolates owing to its shape. It’s also considered to be a popular gift for friends and family when travelling.

To revamp the packaging, the brand joined hands with creative agency, You Experience.

Through the new revamp, the brand aims to boost its visibility in travel retail and use its packaging as a storytelling medium.

“Travel retail is a golden opportunity for mainstream brands like Toblerone to elevate their brand image and transform packaging real estate into souvenir-centric storytelling that creates meaning and memories,” said Vijay Simon, Chief Creative Officer at You Experience.

Toblerone packaging

Packaging was redesigned by collaborating with UAE artists to bring the local touch. Each pack of the chocolate also doubles as a souvenir.

Once the chocolate is finished, consumers can turn the wrapping of each of the packs into a poster.

Toblerone packaging

The designs on the chocolate wrappers aim to capture the essence of Dubai and the UAE. The patterns range from monochrome horses created from Arabic script to colourful renditions of falcons, a local woman and traditional elements of the country such as camels, ghazals and towers.

A recent addition to the You Experience team, Creative Director Tiago, said, “I joined this amazing team to shake things up, and this Toblerone campaign is just the beginning.”


CEO: Fadi Nakhle
CCO: Vijay Simon
Creative Director: Tiago Bastos
Art Directors: Elie Abou Fadel, Kiran Eapen
Copywriter: Rasmi Thampy
Strategy: Sachin Mendonça, Omar Zain
3D Designer: Prinesh Kizhakkumpad
Video Editor: Badaru Mahamood
Senior Account Director: Zaakesh Mulla
Senior Account Executive: Josmi Thomas