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You've probably not spent too much time admiring the packaging for a bar of Toblerone, having often found yourself tearing the cardboard open and ripping through the foil in a frenzy, desperate to get to the triangular Swiss chocolate within.
But have you ever noticed the picture in the logo, hiding in plain sight? And before you say 'yeah, there's a mountain on the box' - no, that's not what we're talking about.
Look a little deeper, past your salivating mouth, beyond your dreams of honey prisms of heaven and deep into the mountain.
If you still can't see it, don't beat yourself up - turns out seemingly very few have ever noticed it. Indeed, if it weren't for a nine-year-old boy pointing out the picture, many of us would still be in the dark.
Twitter user Stephanie shared her son's discovery with the wider world:
My son had his first Toblerone today. "What's the bear for?"
Me: "what bear?"
I was today years old when I found out there's a bear in the Toblerone logo. pic.twitter.com/CmwRO2BFww
- Stephanie (@upstephanie) December 27, 2018
That's right, there's a f*****g bear in the middle of the mountain. Who on earth put that there and when?
Just goes to show how oblivious we can be to all other concerns when we're thinking about blessed pointy chocolate.
Turns out the sneaky bear is the symbol of Bern, Switzerland, where the delicious chocolate originates from, while the mountain it hides within represents the Matterhorn.
Evidently though, the majority of us had never noticed the bear before, with the tweet receiving more than 27,000 likes and 6,500 retweets.
One person said: "I had never seen that!!! Your son is brilliant!"
Another added: "My god. I've been familiar with Toblerone for forty years and I'd never seen the bear (full disclosure: it took me a minute or two to find it after reading your tweet)."
While a third person wrote: "I just blurted out, 'Did anyone know about the Toblerone bear?' And my son replied without raising his head, 'The one in the mountain? What about it?' They know things."
Others revealed that their children were also aware of the bear, and Stephanie even speculated about the possibility of some kind of children's secret chocolate society.
Is there a secret child society we know nothing about?
- Stephanie (@upstephanie) December 28, 2018
Meanwhile, some graphic designer types came to the fore and gave us all a lecture about negative space and how that works.
So, if you found this hidden bear absolutely fascinating, why not spend the rest of your day trying to spot more hidden images in logos?
To point you in the right direction, I suggest starting with FedEx.
Words: Jake Massey
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