Packaging by/for Guts & Glory

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CLIENT

Guts & Glo­ry is a cre­ative col­lab­o­ra­tive: An adap­tive net­work of visu­al sto­ry­tellers, rest­less thinkers, strate­gic brand builders, and detail-obsessed makers-of-things.

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BRIEF

Hel­veti­ca The Per­fume began as a con­ver­sa­tion in our stu­dio. If Hel­veti­ca were a per­fume, what would it smell like? We all answered almost in uni­son– it would smell like noth­ing. So we set out to embody the idea of noth­ing­ness as a perfume.

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APPROACH

The pack­ag­ing was meant to con­vey a sense of lux­u­ry while reit­er­at­ing the con­cept of noth­ing­ness. It was impor­tant to us that the print­ing be sub­tle and best expe­ri­enced in per­son. We were inten­tion­al­ly rid­ing a fine line with the leg­i­bil­i­ty of the piece to fur­ther the absur­dist nature of the idea.