The newly developed visual identity for Toms Gruppen has one overarching goal – to reflect the new purpose, “We bring smiles to life,” along with its associated values. To support this purpose, we created a series of graphic elements that collectively form the new visual identity.

Among other things, we developed a custom typeface that can “smile” and a set of icons that represent creativity and playfulness. We designed a color palette inspired by their many iconic products and introduced a “blob” as a key graphic element, representing elements like liquid chocolate and caramel. Additionally, we developed a digital ‘content creator’ for Toms to ensure that the identity is used as intended. Creating a new visual identity is one thing, but ensuring that it’s applied correctly by the company’s employees is another.

The result is a visual identity that reflects what Toms Gruppen stands for as a company and as a workplace. It has fostered internal pride and, along with the new purpose and values, strengthened the self-understanding of everyone in and around Toms Gruppen.