jovoto / Your Swiss Army Knife 2012 / Victorinox / Briefing

The famous red Swiss Army Knife needs new fashionable designs!

Background

The Swiss Army Knife by Victorinox is one of the world’s most famous cult Swiss items. Most people are familiar with the classic red design and unmistakable white Swiss cross. The history of Victorinox dates back to the 19th century. The rust-free steel (or “inox” for short) was invented in 1921. By combining this with the company name “Victoria”, the new brand “Victorinox” was born. And the traditional Swiss pocket knives are still manufactured in Switzerland to this day. Even if the original is often copied around the world, Victorinox is the market leader in this segment.

There has also been a small version of the classic Victorinox Swiss Army Knife on the market for several years: the Classic series, 58mm. And for two years the “small red companion and all-rounder for your pocket” has not only been available in red, but also in lots of trendy designs, which are released in limited editions. The small version of the cult item immediately won over the hearts of design and Switzerland lovers and tourists all over the world – especially those of fashion-savvy women.

Aim:
Victorinox has been bringing limited editions of creative designs for the “little pocket knife” onto the market for two years now; every year Victorinox fans look forward to fresh, bold and unusual motifs. The aim is to generate mainly spontaneous purchases with the aid of unusual designs. And with these special editions Victorinox now wants to expand its appeal, no longer exclusively relying on the red pocket knife as its defining image.

Task Definition

Develop a new design for the casing of the small Victorinox pocket knife.

Your artwork should incorporate the latest trends and graphic developments so they can be ideally depicted on the small (58mm long) synthetic casing, or shell, of the knife. Your design should fit in perfectly with the success story of the small red pocket knife and its special editions. The owner should proudly be able to say, for example, “PINK is the new RED”.

All you need to design is the synthetic casing of the small Victorinox Swiss Army Knife. Not only fully developed technical design ideas but also convincing hand-drawn drafts are very welcome.
Alternative shapes and functions of the pocket knife or alternative materials for the synthetic casing are NOT required in this contest.

Target Group

The new design will be bought mainly by a young (16 to 38-year-old) mostly female target group. These customers are extremely familiar with the latest fashion trends and new motifs. They enjoy making spontaneous purchases in upmarket, trendy stores.

Tonality

You should appeal to the Victorinox target group with emotional, friendly, preferably also bold messages.
Any connotations of violence or destruction will not be accepted.
Motifs specifically aimed at consumers under the age of 16 will also be excluded.

Mandatory requirements

Your task is to design only the outer casing for the small Victorinox Swiss Army Knife.
Usually the plastic shells aren't transparent, but have a white surface which serves as a base for the printed designs.
Ideas regarding the shape and functionality of the pocket knife itself are NOT required for this contest.
Not only fully developed technical design ideas but also convincing hand-drawn drafts are very welcome.
The Victorinox logo may not be changed in any way
The following elements may NOT be part of your design: weapons, skulls and crossbones, sexist insinuations, anything that glorifies violence

Useful link:

Brand History

Download material

Click on the following links to download working material and additional information related to the project.

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