The Swiss knife is a multifunctional folding knife, a type of penknife equipped with a blade and several additional tools: a screwdriver, bottle openers, a corkscrew, and other popular tools. When not in use, the tools are located inside the knife handle and are brought into the working position by rotating the nail groove around the inner hinge. The handle is usually traditionally made with red plastic overlays.

The knife model supplied to the Swiss army until 2009 has an aluminum alloy handle with a cross and shield symbolizing the coat of arms of Switzerland. Although the knife is called “army”, it was used in the Swiss army not as a weapon, but rather as an auxiliary household tool. Other countries also produce knives with similar functionality and a similar appearance.

The Swiss knife of the same name is a store of Swiss knives and tools for hiking. The main goal of creating an identity for the store was to create its recognition among competitors. In the project, it was important to create a clear and recognizable corporate style, in which tools and knives would be traced. I focused on creating posters and advertising banners for branding, as well as pasting for various media. This decision was made to create merchandising for the brand, which is the main reason for good product sales.

The identity is based on a pattern created on the basis of a Swiss knife and the tools in it. The style uses orange, black and beige colors, which show the versatility of the tools. In the project, I showed how the pattern can be distributed on different media: from business cards and small media to stickers on a car and advertising banners.

This project was completed as a student project at the HSE School of Design.