Everyone knows the chicken-or-egg-dilemma. At one hand it is a very philosophical and fundamental question about life and the universe in general, on the other hand it is a popular saying to express the ignorance of cause and effect. I decided to illustrate it by using the front and the back side of this small but yet very helpful tool for the daily routine, the victorinox knife.
Which animal(s) did you choose as a visual and why?
The animal I chose is the chicken, in both stadiums the living one and the unborn, shown as an egg.
What culture or region does the animal stand for?
The chicken stands for all cultures, because it's wellknown all over the world.
What story does your design tell?
The story I tell is either very simple or absolute overarching. In everyday life the story of the chicken and the egg became an often used saying. But the question has also a far reaching and dramatic meaning: How did the universe begin, what is time, what was before the big bang? If one day we should get answers to these source-questions, what will be the effect on us?
What style did you choose for your design and why?
The style I use is very reduced and focused on the main content. The illustrated question is so simple but at the same time very profound and basic I decided to keep the design plain and leave space for interpretations.
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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)
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Hi everyone! My name is Lukas, i’m 30 years old and I live in Winterthur, Switzerland. Since 2012 I am self-employed with KreativKonsum, a small atelier for product and graphic design. I created this design for Victorinox cause I think it shows how fundamental the function of the Swiss Army Knife is. Its precision and functionality is transmitted by the reduced and clean design language.