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.
Now, the fact is, this is a bit more “font joke” than “perfume joke”, and I’m very much a font fanatic (spent many years as a bona fide graphic and web designer) and a fan of understated satire and parody, so I found it pretty hilarious, in a way that GenX calls “ironic” but which isn’t actually because they don’t know what “ironic” actually means. But still. It’s amusing.
Oh, and in case you’re wondering what the Helvetica perfume smells like, it’s basically Eau de Nothing at All.
Some other takes on this topic: