Switzerland Tourism. A magazine that unfolds - and can be given as a gift.
For the Swiss National Day on August 1, Studio Blyss developed a publication format for Switzerland Tourism that functions simultaneously as a magazine and wrapping paper. In terms of content, visuals and form, the concept was structured in such a way that readers are not only inspired, but actively invited to pass it on - as a magazine that can be transformed.
Customer
Switzerland Tourism
Creative Services
Concept & format development
Editorial design
Pattern design & illustration
Production consulting
Text integration & structuring
Paper & finishing concept
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Switzerland Tourism was looking for an eye-catching means of communication that would convey both editorial content and be tangible - with a clear connection to the themes of giving, Swiss quality and inspiring hospitality.
To mark the Swiss National Day on August 1, the format was to be sent specifically to tourism partners in Germany - as a charming gesture that arouses curiosity, gives pleasure and is memorable at the same time.
Traditional publications seemed too static, traditional give-aways too irrelevant. The challenge: to create a format that surprises, is useful - and functions as a physical object.
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Studio Blyss developed the wrapping paper magazine as a hybrid publication in which each double-page spread serves as both wrapping paper and a themed shop window. The 16 different patterns each reflect a key moment or area of activity of the 16 employees of the Switzerland Tourism Germany office.
This creates a personal, yet abstract level: the patterns visualize what the individual people deal with in their everyday work - from event planning to media work to collaboration with partners. At the same time, they convey relevant content about Switzerland as a travel destination: nature, cuisine, mobility, culture, authenticity.
It was deliberately designed without traditional editorial structures - no articles, no travel tips, no headlines. Instead, an independent visual system was created that translates Swiss quality, creativity and complexity into a physical format.
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The wrapping paper magazine became a conversation starter - and a gesture that remains. It shows in an unexpected way which topics move the people behind Switzerland Tourism - and how this can be used to derive content-related connections to Switzerland as a travel destination.
Instead of distributing brochures, something personal was sent out: a format that surprises, expresses appreciation and subtly communicates what Switzerland stands for with every sample. Creativity, quality, approachability.
A project that shows: Brand communication is most effective when it is not loud - but takes place at eye level.
Brands are not created through volume - but through proximity.
Studio Blyss develops formats that connect people: through design that shows attitude and ideas that also work between the lines. Let's work together to create communication that is more than just a message - it's a relationship.