Sandro Baebler Builds a Timeless Visual World for Victorinox’s Next Decade

Photographer and Director Sandro Baebler is from a small Swiss village and his photography is shaped by the nuance of the natural world around him. His background in graphic design and architecture informs a disciplined eye for composition, color, and brand consistency, while his love of sport and the outdoors keeps his work dynamic and alive.

That balance of elegance and authenticity made him a natural fit for Victorinox, a brand synonymous with Swiss heritage and timeless quality. Sandro’s approach created a new corporate and brand imagery system designed to live for a decade, built on a cohesive visual world that spans product, people, and place. Shot entirely in Switzerland across 20 shoot days throughout 2025, the project reflects both the brand’s DNA and Sandro’s philosophy of creating visuals that quietly transcend the ordinary.

How did the Victorinox project begin?

It started in August 2024 when we were invited into a paid pitch against four advertising agencies. That was already unusual and showed the client’s seriousness. I worked closely with a freelance art director friend to build the concept for the new corporate and brand imagery. When we won, it was a big moment, because it meant the client trusted our vision from the start.

What was your first priority once you won the pitch?

Understanding the company on a fundamental level. Victorinox is a very traditional brand with a strong identity. Before thinking about aesthetics, we wanted to understand their values, their history, and their long-term needs. That became the foundation for designing a visual world that works across all four product ranges and feels coherent everywhere it appears.

These images are meant to last a long time. How did that affect your creative decisions?

The images are intended to be used for about a decade. We consciously avoided current trends and thought in a more classical, timeless way. Trends date quickly. Victorinox stands for durability and quality, so the imagery has to do the same. The goal was to create something that still feels right many years from now.

Victorinox is closely tied to Swiss identity. How did that show up in the work?

Swissness is central to their brand, even visually with the Swiss flag in the logo. So it was important that the imagery genuinely reflects that. We shot exclusively in Switzerland. The landscapes, the light, the environments, they are real. That authenticity matters, especially for a brand with such strong roots.

This project spans many genres. What was the creative challenge there?

For me, this was a dream project because I love creating visual worlds. But it was also complex. We had to combine landscape, still life, sports, portrait, lifestyle, and architecture and make it feel like one consistent universe. The challenge was to build a recognizable overall look while respecting the needs of each genre. My background in design helped a lot in keeping everything cohesive.

How does this project connect to your personal philosophy as a photographer?

I’m guided by the energy of a scene rather than imposing on it. Growing up in the Alps taught me respect for nature and awareness of risk. That carries into my work. I like to stay present and respond to what’s in front of me. With Victorinox, that meant embracing real environments and real moments while still crafting refined, elegant compositions.

What do you hope creatives take away from this work?

That strong brand imagery comes from clarity and consistency. It’s not about the loudest idea or the newest style. It’s about creating a visual language that truly fits the brand and can live across time and platforms. If you build it on real values and thoughtful design, it will last.