Fishy Business
My idea is a metaphor for strength in number. When there are many, there is power!


The illustration on the front side shows a shark chasing a fish that is very scared. The other side shows the same fish, that has found its' group, leaving the shark in fear, ironically, the fishes previous situation. The illustration describes the power, hope and potential when united, not separated.

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

I chose a small fish and a shark, in order to play in the two illustrations with irony of the hierarchy.

What culture or region does the animal stand for?

These animals belong to all the oceans and describe, as a group, unity, strength and hope.

What story does your design tell?

The story is about a fish that is desperately swimming away from a shark (this represents us, as individuals running away from our threats, commitments, fears). The illustration on the backside shows the fish that has now found his group and faces the shark (this is a metaphor representing that, when united, we find strength to face our fears and go after what we have earlier run away from). In other words, "We are only as strong as we are united, as weak as we are divided" - Albus Dumbledore ;)

What style did you choose for your design and why?

I chose a simple illustration to best show the comical side of the idea and highlight the motive in a pleasant manner.

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.

I am from Romania and this illustration represents a recent situation we had in our country. After a tragedy in which people died in a fire because of corruption and violations of the optimal conditions, citizens of Romania gathered in numbers of tens of thousands in front of the Parliament and asked for corruption to stop and for the responsible ones to pay. Many changes have been made after this, making it a historical moment for us, when not thinking as individuals, but as a people.

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)

No third party material used.

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).

My name is Tomer and I'm glad to have designed the illustration on this Victorinox knife, as it represents a huge opportunity to share the message of strength in unity!

Other entries in this project