The culture that is Swiss branding

Toblerone is moving it's chocolate production out of Switzerland and losing it's logo as a result.

The Matterhorn, that majestic mountain peak that graced Toblerone's packaging since 1970, holds a special place in the hearts of the Swiss people. In Switzerland, it's not just a mountain; it's an emblem of national pride. But here’s why Toblerone has to let go of it—the Swissness Act of 2017, dictates that products should be intrinsically tied to the Swiss geography to bear the "Swiss-made" label and carry Switzerland-related imagery.

From the Trademark Factory's newsletter, which sadly doesn't have a link.

2023-08-24