Toblerone — That’s so You!

Overview

A generative personalization system developed for the Toblerone “That’s So You!” campaign, enabling large-scale variation in packaging design while maintaining strict manufacturing constraints.

The project translated personality-driven creative concepts into production-ready packaging artwork, allowing each chocolate bar to express a distinct character while remaining compatible with high-volume manufacturing.

Business challenge

Enable creative personalization across thousands of packaging variations while respecting structural and production constraints such as folding geometry, logo placement, color harmony, and distribution of designs within shippable cartons.

The system also needed to prevent repetitive assortments so that each retail package would present a balanced mix of personalities.

Solution

• Developed constraint-driven generative design rules to manage character, icon, and background variations
• Designed background patterns revolving around the Toblerone mountain motif
• Controlled rotation angles to avoid conflicts with package folding lines
• Defined color palette rules to maintain brand consistency while supporting variation
• Implemented grouping algorithms to distribute characters across cartons without repetitive themes

Each packaging design combined a character personality with coordinated background graphics and icons, ensuring that visual storytelling remained consistent across all variations.

Impact

Enabled the production of approximately 170,000 unique Toblerone packaging designs distributed in the UK as part of the campaign.

The algorithm ensured balanced distribution of personalities and themes across shipping cartons while preserving the visual integrity of the Toblerone brand.

The project demonstrates how generative design can scale personality-driven branding into industrial packaging production while maintaining strict manufacturing and logistics constraints.