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The culture that is Swiss branding

2023-08-24

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 hereโ€™s why Toblerone has to let go of itโ€”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.