P&G required an identity for two new HUGO fragrances, based around ‘opposites attract’ idea. The new identities need to reflect the juxtaposition of a modern relationship driven by tension and seduction whilst also being the perfect match.
Based on the chromosome codes for male and female, the names Hugo XY and Hugo XX help to breathe fresh air the classic ‘his and hers’ fragrance category.
Unique and visually striking, the new dual identity expresses the provocative union of passion and conflict in a modern the male/female relationship.