A bear is hidden in the Toblerone logo as a tribute to the brand’s Swiss birthplace.
The bear appears within the outline of the mountain on Toblerone packaging. It represents Bern, Switzerland, whose name and heraldic traditions are associated with bears. Bern is also where Theodor Tobler and Emil Baumann developed the chocolate bar.
Toblerone was introduced in 1908. Its name combines Tobler, the founder’s surname, with torrone, an Italian word for a honey-and-nut confection. The bar’s triangular pieces are commonly associated with the outline of the Matterhorn.
The bear is easy to miss because it is formed by negative space in the mountain image. The Matterhorn association is widely recognized, but the concealed bear points more specifically to Bern and the product’s origin.