For Victorinox, photographer and director Sandro Baebler c/o Severin Wendeler developed a new corporate and brand imagery system designed to shape the visual identity of the iconic Swiss brand for the years to come.
Produced over 20 shooting days across various locations in Switzerland, the project brings together landscape, still life, portrait, lifestyle and architecture into one coherent visual language. Product, people and nature merge into imagery that feels both timeless and authentic.
Influenced by his upbringing in a small Swiss village as well as his background in design and architecture, Sandro Baebler combines the ruggedness of alpine landscapes with the precision and elegance of Victorinox products.
The new visual world was intentionally developed for long-term use, avoiding short-lived visual trends. Art direction was led by Tim Brühlmann.
Sandro Baebler: "Gaining a fundamental understanding of this iconic Swiss company and its needs was key. This knowledge formed the basis for designing a consistent visual world across all four product lines and various photography genres. Since the photos will be used for a whole decade, we did everything to avoid current trends."
