Someone clever is very proud of themselves:

“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… It is in this spirit that Guts and Glory 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.”

Available in a numbered, limited edition of 3,000 for US$62 per bottle from Moss Pop.

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