Ideas Make Manifestos
brand development by sarah feeney
case study: a talent search for Victorinox AG
A collaboration that delivered a Return on Investment x16 with a media value of over £1.6m
Industry: Multi-offering premium lifestyle
Territory: Global
Victorinox AG is the inventor of the design icon tool Swiss Army Knife.
The brand diversified into fashion, travel gear, watches, fragrances, and professional chef knives, with a premium positioning and a debut flagship store on London’s Bond Street.
The brand dilemma was cross-marketing those products to the style-conscious, global urban consumer.
Through Culture Marketing, "The Makers" campaign targeted the artisan, handmade craft movement in key global capital cities across one year.
A search that brought artistic talent into the brand. Artists were then briefed on the concept: create Swiss Army Knife-inspired pieces of work that capture the modernity of the multi-product brand offering.
These collaborations made Victorinox AG relevant and desirable to discerning, influential target consumer groups.
• Creative talent collaboration by LA-based furniture maker, Stephen Kenn
• Global headhunt conducted for the right artisan to fit the brand DNA and express the brand core pillars authentically
• 3-piece collection of multi-functional, tool-inspired furniture featuring a desk, free-standing drawers, chair
• Each piece of furniture was designed to morph into alternative uses; a coffee table, step ladder, and drawers had four functions with a fully rotating centre, hand-crafted from sustainable materials
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