How do you translate 130 years of craftsmanship into stories that resonate with a new generation of consumers?
Victorinox, the maker of the iconic Swiss Army Knife, had spent 130 years sharpening its craft. Now it was sharpening its positioning as a premium lifestyle brand, and the social presence needed to catch up. We came in to bridge that gap, turning functional communication into storytelling-led content, built to scale without diluting brand integrity.
Re-opening the storybook
We started where we always do: listening. Stakeholder interviews and audience research revealed that each Victorinox product category spoke to a distinct community, with different platforms, different habits, and different expectations. One-size-fits-all wasn't going to cut it. So we built a scalable framework of content pillars aligned with brand values that could. These themes allowed us to maintain a cohesive voice while adapting the narrative to resonate with each specific customer segment.
Sharpening moments into growth
Beyond always-on content, we partnered with Victorinox during key activation moments such as Christmas, developing campaigns that drove both high social engagement and measurable email lead generation.We also led influencer scouting and management to support strategic business drivers, from personalisation to reinforcing Swiss design heritage and elevating the brand through design-led collaborations. In parallel, we developed content-led brand guidelines for third parties, designed to be easy to use while fully embodying Victorinox’s positioning.
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