Helvetica The Perfume???!!

Oakland-based branding agency Guts and Glory has launched the ultimate modernist, Helvetica-inspired “perfume” — the scent of nothing. The art object (2 oz bottle of distilled water) is printed with 24-karat gold lettering.

"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."


  • Numbered limited edition
  • 24k gold printing on bottle
  • Typeset in Helvetica Bold
  • Letterpressed exterior packaging
  • Contains 2 oz of distilled water
  • Shipped ready for gifting

Get it here.

Have they taken the Helvetica thing too far again? What do u think?