One can apply for the new driving licence at the local cantonal road traffic office. You must simply present a loss report of a Swiss police station, which must be not older than 3 months in most cases. Provided that you haven’t owned a driving licence in credit card format, you must also fill out a request form and submit up to three coloured passport photos depending on the canton.
You find further information, e.g., for the canton Zurich under www.stva.zh.ch
For other traffic offices, you must only change the canton abbreviation!