Toblerone has been sitting on shop shelves in its distinctive triangular bar since 1908, and most people who've eaten hundreds of them have never noticed that the mountain on the packaging isn't just a mountain.
The mountain is the Matterhorn, and there's a bear inside it
The triangular peak on the Toblerone logo depicts the Matterhorn, fitting neatly with the bar's own triangular-prism shape. Look closely at the mountain's shaded outline, though, and there's a bear silhouette worked into the rock face — a deliberate piece of hidden imagery rather than a coincidence of shading.
Why a bear? Because of where Toblerone comes from
Toblerone was created in Bern, Switzerland, by Theodor Tobler in 1908 — the name combines 'Tobler' with 'torrone', the Italian nougat that shaped part of the recipe. Bern's nickname is the 'City of Bears', and the city has kept a bear pit as a civic symbol for centuries, with bears appearing on Bern's own coat of arms. The hidden bear on the logo is a hometown reference baked directly into the packaging.
A hidden-image trick that predates the internet by decades
The bear has been part of the artwork for a long time, but it became a viral 'have you ever noticed' moment once people started sharing close-up photos online. It's a reminder that some of the best packaging details were there long before anyone was actually looking for them.
Browse the full bar, and the rest of the mountain range, in our chocolate collection.
Frequently asked questions
Is there really a bear hidden in the Toblerone logo?
Yes — a bear silhouette is worked into the shaded mountain outline on the packaging.
Why is there a bear on the Toblerone packaging?
Toblerone was created in Bern, Switzerland, nicknamed the 'City of Bears', which is referenced in the mountain artwork.
Who created Toblerone and when?
Theodor Tobler, in Bern, in 1908.