The comprehensively revised brand design, with the distinctive “Touch of Red,” has been meticulously implemented across all touchpoints in 120 countries. The brand identity now features a modular and more flexible structure, representing the brand’s innovative mindset while aligning with its existing and reliable brand values. In other projects, Brandpulse adapted Victorinox’s imagery and verbal identity to the new brand strategy, developed a brand show case and conceptualized an emotional brand movie.
Veronika Elsener, Chief Marketing Officer
At the project’s outset, Brandpulse conducted a comprehensive brand analysis focusing on brand positioning and structure, subsequently developing the international brand strategy. As a result, the brand design was revised to position Victorinox more competitively in the international market. “It was important for us to find the perfect balance between highlighting the heritage of this traditional Swiss brand and enriching its appearance with an innovative design featuring the recognizable Victorinox red,” explains Thomas Ramseier from Brandpulse.
The appearance developed by Brandpulse for Victorinox stands for innovative thinking in harmony with the brand’s well-known and reliable values, evident at every touchpoint. Functionality, quality, innovation and iconic design are part of the Victorinox DNA and guarantee brand recognition. The Victorinox red, made famous by the Swiss Army Knife, remains a defining element of the overall look and feel. The brand design evolution is most strikingly embodied by the red logo box used in all external marketing materials. In order to simplify the layout, the previous design was replaced by a modular and more flexible structure, meeting the demands of cross-channel and 360-degree marketing with a format that works both online and offline.
As part of the global rollout, all implementations are realized in the corresponding font and language versions, including Chinese, Japanese, Korean and Arabic. A particular challenge in this complex project was the conceptual development of a digital platform. Brandpulse structured and designed the corporate brand management tool, defined and created the content, developed corresponding guidelines and prepared the communication. The brand management tool is interactive and accessible worldwide. Marketing employees, retail partners and partner agencies in all countries are already successfully working with this new tool, ensuring the consistency of the new image is globally maintained.
To make the brand’s further development understandable and visible both internally and externally, Victorinox management commissioned Brandpulse for an additional project: to impressively and emotionally present the new brand strategy in a brand showcase and a brand movie.
The requirement was that the brand presentation be flexible enough to be used independently or as part of a corporate presentation. The goal was to create a fundamental understanding of the brand and build an emotional connection with both internal and external audiences.
Based on Victorinox’s new brand strategy, Brandpulse developed a visually and conceptually strong brand showcase and an emotional brand movie that highlight the authentic character of Victorinox. The implementation spanned from the concept phase and storyboard creation to the programming of the brand presentation and the final film production, including sound and editing.
