It all started with a conversation at Guts and Glory; If Helvetica was a perfume, what would it smell like? In unison, they decided that it would smell like nothing. So, Guts and Glory set out to embrace nothingness in a perfume form, Helvetica, The Perfume
"Bottles printed in real 24K gold inks and black on black letterpressed boxes were the appropriate expression of this idea, drawing on the opulent cues of the perfume industry, further fetishizing the idea of Helvetica. We love the provocative nature of the statement: The scent of nothing. This is a design object rooted in super nerdy design humor (which we love.) It's an idea and a point of view, not a real perfume in the traditional sense."
We feel that Guts and Glory have embodied the packaging industry, "the power of design to create desire as well as poking fun at ourselves and the industry we work in."