Victorinox

Victorinox — Global Brand Storytelling & Creative Campaigns

Client: Victorinox | Agency: pd3

As lead copywriter on the Victorinox account for five years, I helped the iconic Swiss brand communicate its craftsmanship, innovation, and heritage to a modern audience.

Our remit spanned digital and social marketing, retail, and experiential campaigns, developing creative content that increased brand relevance in the UK while resonating across global markets.

A Tale of Swiss Inventiveness

A sustainability-led content film blending storytelling and craft, inspired by the whimsical aesthetic of Wes Anderson. Featuring real Victorinox employees, it brought to life the brand’s Swiss ingenuity with warmth, humour, and authenticity.

Victorinox x Rob Ryan — “Modern Art Cutting” Campaign

A global collaboration between Victorinox and British artist Rob Ryan, promoting the brand’s first design reinterpretation of its classic Swiss Army Knife — the Victorinox Tomo.

The campaign merged Japanese minimalism with Swiss precision through an interactive online and in-store experience. We created a global microsite, Modern Art Cutting masterclass films, downloadable paper-cut stencils, and the viral #alphabunting generator — which turned tweets into personalised Rob Ryan–style artworks shared across social media.

The partnership introduced Victorinox to a new creative audience worldwide, supported by window displays, visual merchandising, and an editorial partnership with Creative Review.

The Makers Series — Kyle Bean

A continuation of Victorinox’s celebration of creativity and craftsmanship. We collaborated with artist Kyle Bean to create a Swiss landscape-inspired diorama, a flagship-store workshop, and downloadable templates for fans to create their own paper-cut artworks.

These campaigns helped reposition Victorinox from heritage utility brand to a modern symbol of creative precision, blending storytelling, artistry, and digital innovation across territories.