Everland reinterprets brand legacy in new Toms Guld Barre design

By Rasmus Vestergaard
Published 20/09/2022
Category: Project
Featuring: Everland

Toms Guld Barre is a chocolate icon. It’s known by almost any Dane, and it’s present on every candy and supermarket shelf. But once in a while, even classics need a visual refresh, and that is what Toms and Everland set out to do. Together, they gave Toms Guld Barre a make-over, translating the brand history into a contemporary and relevant design.

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

Chocolate history

Toms Guld Barre was born in 1932. Back then, chocolate was so costly that people at Toms would say it ought to be made out of gold. Since then, what has made Guld Barre unique is its heritage, shape and chocolate content.

Toms and Everland introduced a new logotype with hints to the original design. They amplified the taste appeal with vibrant colours and created an efficient design system, so consumers can now easily find their favourite flavour.

Besides a visual refresh, the chocolate bar itself was also changed. Toms have reintroduced the original bar shape from 1932, which “brings back the satisfying crack when you break off the pieces of chocolate and makes it more easily shared.”

“The new design speaks to all ages and personalities. It’s true to the Toms Guld Barre brand and timeless but still fresh and contemporary. It truly reflects our brand essence.”

Sabine Wahl, Marketing Manager at Toms

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