Located in Germany, Equality is a modern perfume house specialising in unisex scents. Launched in 2020 by fashion model Lukas Görlitz, the brand originated in response to intolerance and prejudice observed by the founder, with the idea that a scent can trigger memories, influence actions and make everyone feel good. ‘This is what equality is about,’ Görlitz states.
To underline this, the packaging is minimalist and simple. It incorporates neutral colours, uncoated textures and tactile printing methods. The designs include subtle touches to evoke the ‘human’ aspect of the brand, such as the typewriter-esque typeface and a small, debossed quote that reads: ‘and in the end we are all human.’
The company donates ten per cent of its revenue in support of International Justice Mission, a Berlin-based organisation combatting modern slavery and violence.
Read ‘The beauty of understatement’ in Pulp 24, which includes links to more case studies.