PUSHHH — Your scent. Your mood. Your message.


Digital communication has become part of everyday life. We send short messages, reactions and emotions with a single tap, often saying more with one word or symbol than with a whole conversation.

PUSHHH brings this familiar gesture into fragrance. Pressing the perfume becomes another way of sending a message — not through a screen, but through scent. CRUSH, XOXO, COOL, YAY, OMG — each fragrance is a different mood, a different signal to the world.

The bottle turns this idea into a physical object. Its cap is inspired by a keyboard key: something familiar, tactile and instinctive to press. One push. One scent. One message.

Brand:
PUSHHH 

Works:
Concept & Strategy
Bottle Design
Product Design
Visual Identity
3D & Art Direction
Campaign Concept


Created by Igor Mitin

‘A small object can say a lot about the person carrying it.’

More than a perfume bottle

For a younger generation, a perfume bottle can be more than something that simply holds a fragrance. It can become part of their personal world, sitting next to headphones, a phone, charms, glasses or whatever they carry every day.

That is why PUSHHH was designed almost like an accessory. The bright transparent colours, tactile shape and words like CRUSH, XOXO, COOL and YAY give each bottle its own personality. You can choose one that matches your mood, your style or simply the way you feel that day.

It also makes the fragrance easy to give as a gift. You are not only choosing a scent for someone. You are choosing a little message that says something about them.

‘One small message can grow into a whole world around the brand.’

The communication strategy extends the same idea beyond the bottle.

Campaign language such as “YOUR SCENT. YOUR MOOD. YOUR MESSAGE.” and “SAY IT. SPRAY IT. WEAR IT.” connects fragrance with the fast, playful language of social media and messaging.

Keychain accessories, personalised keys, collectible colourways and custom gift editions create additional ways to interact with the brand online and offline. The visual identity is designed to work equally well in social content, e-commerce, gifting, collaborations and physical retail, this gives the brand room to keep changing, growing and creating new stories around the same simple idea.