Toms Guld Barré

As Good
as Gold

Deliverables: Packaging Redesign, Brand Activation

To say Toms, Guld Barre, is a Danish icon is almost an understatement. Born in 1932, the iconic chocolate bar in gold packaging is now a regular on every candy shelf, and synonymous with quality, taste, and good times. A chocolate gold standard, so to speak.

Fast forward 90 years, and Toms is ready to give their chocolate classic a new lease of life. We were brought in to make a new design that would revitalise the brand legacy and make it contemporary. So, we rolled up our sleeves to test, tweak and design.

“EVERLAND’s track record of redesigning Danish icons made us confident in choosing them. They understood our brand history, position and ambition which they condensed into a design that truly rejuvenates the Guld Barre brand.”

Sabine Wahl, Marketing Manager at Toms

A Taste of History

What makes Guld Barre unique is its heritage, shape and mouth-watering chocolate. So, we introduced a new logotype with hints to the original design, amplified the taste appeal with vibrant colours and created an efficient design system, so consumers can easily find their favourite flavour. The stripes reflect the original chocolate bar shape, which together with it’s satisfying chocolate crack has been brought back.

“Gold. It’s exclusive. Aspirational. Sparks the imagination. Kind of like Toms Guld Barre. Working with a Danish icon is humbling and exciting, and I believe we truly achieved a design ready to last another century. It’s the rebirth of a classic.”

Jonathan Faust, Design Director at EVERLAND

‘Crack’ the Communication

Once the design was done, we got to work on the brand activation. Building on the familiar Guld Barre colours, typography and stripes, we created an energetic system that shows off the new design and creates strong cues to taste and flavour. It’s how you stay popular and loved for more than 90+ years.

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