The Swiss pocket knife manufacturer Victorinox has presented a new, structured packaging concept for its wide range of products together with the agency Keim Identity. The redesign includes boxes, blister packs and hangtags and is intended to position the brand more clearly and consistently at the point of sale.
The brand design basic elements developed by Victorinox, which were translated into a modern, brand-appropriate layout in close collaboration with Keim Identity, are at the centre of the new appearance, according to the Zurich-based company. They are characterised by the red logo box, generous white space and minimalist image and icon elements. The information architecture is designed to ensure uniform orientation and recognisability on different types of packaging.
The new design guidelines are documented in comprehensive online guidelines and are intended to fulfil both the premium positioning of the brand and the information needs of consumers.
The origins of Victorinox date back to 1884, when Karl Elsener founded a knife forge in a village in central Switzerland. In 1891, he supplied his first soldier's knife to the Swiss Army. This was followed six years later by the development of the Swiss Army and sports knife, now known as the original Swiss Army Knife. Today, Victorinox is a fourth-generation family business operating in over 120 countries.
Source: Keim Identity
