If the Swiss Army Knife would be a shark, it would be a friendly one


As a swiss artist, growing up in Papua New Guinea, I chose an abstract style to depict the animals I grew up with and that relate to the functions of the swiss army knife. With minimalistic lines the animals are shown in an iconic way, strengthening the brand of Victorinox.

Which animal(s) did you choose as a visual and why?

The shark is well known for being strong, powerful and dangerous. The teeth of a shark are probably as sharp as the blade of a Swiss Army Knife.

What culture or region does the animal stand for?

In a world where most humans view sharks with a mix of fear and loathing, Papua New Guinea is one of the few places where people embrace them. For the villagers in Tembin, Mesi, and Kontu -- the three towns that still practice shark calling -- sharks are an integral part of their creation story, a religious faith that has endured for centuries.

What story does your design tell?

Having a shark on your Swiss Army Knife makes you feel strong and ready for the most challenging adventures.

What style did you choose for your design and why?

The more abstract a drawing is, the more it allows us to use our imagination to complete the picture. I see my abstract lines as letters of a visual language, communicating strong and iconic images.

Please make sure you have filled out your country of origin in your profile! It’s important that the regional Victorinox team understands the cultural background of your design.

Switzerland / Papua New Guinea

Have you used any third-party material? Even if you’ve modified or combined it, please know that in this project no stock material is accepted. See “Guidelines, regulations & comments” (in the brief)


To be featured on facebook as the Victorinox "Pick of the Day" please write a short statement about you (see more details in the brief).

Hi! I am Tobias Gutmann, a swiss artist, who grew up in Papua New Guinea. I enjoy playing around with abstract lines and I think they would work nice on a Victorinox knife. :-)

Other entries in this project

Flying flames
Black Cat