Oakland-based "Creative Collective" Guts & Glory has launched Helvetica The Perfume, a new "fragrance" inspired by the ubiquitous font of the same name:
In 1957, Max Miedinger and Eduard Hoffmann set out to create a new sans-serif typeface for the Swiss design market. Their goal: to create a highly legible and completely neutral expression of the Modernist design movement to which they belonged. This typeface was to have no intrinsic meaning, allowing the content to convey the message.
Helvetica has gone on to become arguably the most ubiquitous and widely used typeface in history.
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. Air. Water. You.
Guts & Glory Helvetica The Perfume is 60 ml of distilled water in a numbered limited edition bottle with 24k gold printing, $62.