Victorinox optimizes packaging design for stronger POS presence
In collaboration with Keim Identity, Victorinox has developed a new, textured packaging design for its comprehensive product range. The new design combines the brand’s premium positioning with optimized customer focus at the point of sale.
Victorinox, the manufacturer of the original Swiss Army Knife, has redesigned its entire packaging range in a co-creation process with Keim Identity. The redesign includes various box types, blister packs and hangtags for the entire product range.
Victorinox's characteristic basic brand design elements were translated into a modern layout that is characterized by the striking red logo box, generous white space and minimalist image elements and icons. A well thought-out information architecture ensures uniform first impressions across all packaging types.
The particular challenges of the project were the development of a customer-oriented, quickly comprehensible information architecture and overarching design principles for the Cutlery, Swiss Army Knife & Tools and Travel Gear divisions. Food images serve as orientation at the point of sale and convey the specific areas of application of the various knife types.
The form of co-creation between Victorinox and Keim Identity has proven to be particularly effective. Internal company developments were validated and further developed by external expertise. The result fits seamlessly into Victorinox's branding and is documented in comprehensive online guidelines for consistent implementation.
