The newly developed visual identity for Toms Gruppen has an overarching purpose: to reflect the new purpose, “We bring smiles to life”, and the associated values. Therefore, we created a range of graphic elements that collectively support this purpose and constitute the visual identity.

Among other things, we developed a typeface that can smile and an icon set that reflects creativity and play. We created a colour palette rooted in their many iconic products and a ‘blob’ used as a key graphic element – representing, among other things, flowing chocolate and caramel. In addition, we developed a digital ‘content creator’ for Toms, ensuring that employees can easily use and localise the identity as intended. Because one thing is to create a new visual identity. Another is to ensure that it is used correctly by the company’s employees.

The result is a visual identity that reflects what Toms Gruppen represents as a company and as a workplace. The identity has created internal pride and, together with the new purpose and values, has strengthened the sense of shared identity for everyone in and around Toms Gruppen.