Helvetica Perfume, ‘For Those Who Dare to Be the Same’

Breathe in the distilled modernism of pure water

Headshot of David Griner

What do you get for the designer who has everything? How about nothing?

Helvetica The Perfume is literally just water, or "modernism distilled." Created as a gag gift by creative collective Guts and Glory, each bottle costs $62 plus shipping. If you're interested, you might want to hurry, because all shipments go out by Dec. 5.

As you might expect, most of the copywriting around the pseudo-perfume is pretty entertaining, capturing the best of black-turtle-neck designer speak with an implied wink.

"This typeface was to have no intrinsic meaning, allowing the content to convey the message. … It is in this spirit that we have created the ultimate Modernist perfume–a scent distilled down to only the purest and most essential elements to allow you, the content, to convey your message with the utmost clarity."

The Twitter feed is pretty good, too. We've dropped in a few of our favorite posts below.

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@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."