Swiss Army Brands

Swiss Army Brands was expanding its line beyond their iconic knife and needed a singular, compelling idea – not just a product – to unify and elevate a broader offering which would include watches, multi-tools, sunglasses, and more.

That meant moving the Swiss Army knife away from the visual metaphor it had become for doing a lot different things well, and finding a more inspiring position.

The answer was the feeling that a precision-made, military grade Swiss Army product provided – a mindset of being ready for what ever might come up. Not just prepared, not just equipped, but Swiss Army Equipped.

Designed with the same purposefully-crafted aesthetic as the products themselves, and executed across brand & product campaigns, packaging, and event & retail experiences, Swiss Army was equipped with the idea it needed to deepen and broaden its appeal.