Your Swiss Army Knife 2013

Design the 2013 Limited Edition of the Swiss Army Knife! €22,500 prize pool

Design the 2013 Limited Edition of the Swiss Army Knife!


The 2012 Swiss pocket knife design project on jovoto was a huge success! Almost 1000 design suggestions were submitted. The Victorinox fan community chose 10 designs, which were also produced and have been available to purchase around the world since summer 2012. The result is the best-selling Limited Edition of the small and fashionable Swiss pocket knife.

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 with the unmistakable white Victorinox logo. The history of Victorinox dates back to the 19th century. The rust-free steel (or “inox” for short) was invented in 1921. In combination with the original company name “Victoria”, the new brand 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.

For several years now there has also been a small version of the classic Victorinox Swiss Army Knife on the market: 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.

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.

Special prizes!
In order to underline the aims, two special prizes will be awarded:

  1. € 2,000 for the bestselling new Limited Edition.
  2. Double idea prize for a design that makes it into the permanent Victorinox collection.

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 perfectly follow on from the success story of the small red pocket knife and its special editions.

All you need to design is the synthetic casing of the small Victorinox Swiss Army Knife. Alternative shapes and functions of the pocket knife or alternative materials for the synthetic casing are not required in this contest.

Just like last time, the next Limited Edition should consist of a good variety of designs. So do not submit a design line, but just ONE idea and make sure that your final design is always at the top so that it will be displayed in the overview of ideas.

10 designs will be selected by Victorinox and its fan community and, where possible, also be produced. This is why it’s very important that you only submit designs for which you own the full copyright and image rights. – This eliminates the use of any image motives like, for example, comic figures, photos of personalities or brands.

Show Victorinox your newest and most fashionable design ideas; designs already submitted in the previous contest in 2012 will not be considered this time.

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.


  • You should appeal to the Victorinox target group with emotional, friendly and preferably also bold messages.
  • Any connotations with sex, violence or destruction will be disregarded.

Mandatory requirements

  • Your task is to design only the outer plastic casing for the small Victorinox Swiss Army Knife.
  • It must be technically possible to produce your design suggestions. An expert team from Victorinox will test the feasibility of your designs.
  • The shape and functionality of the pocket knife may NOT be changed.
  • The synthetic casings are normally not transparent: they are white and the designs are then printed on them.
  • Neither the position, size or shape of the Victorinox logo on the knife may be altered.
  • The following elements may not feature in your design:
    • Weapons
    • Skulls and crossbones
    • Sexist insinuations and any kind of nudity
    • Anything that glorifies violence

Useful links:


Download material

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


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