I respect companies that aren't afraid to take chances – especially ones that could make them go broke.
Misc Goods Co. is an online boutique that puts a little something extra into everything they produce and their Underhill Cologne is a great example of that.
Personally, I don't wear cologne but I could see myself carrying this container around just so I could talk about it. Just to be clear, I wouldn't talk about the Ox horn and cherry wood that it's made of or the cool magnets that hold it together. I'd talk about the story it's trying desperately not to tell.
I've known the designer for a while and I can say with great certainty that if he ever wrote a book, he would write the majority of it in invisible ink.
Tyler Deeb comes up with and produces all of the products found on his classy website. He created his Underhill cologne because he was inspired by his favorite book – of which he'd rather I not write.
Underhill Solid Cologne is inspired by the smells of traveling in nature. A mix of 14 ingredients, the scent is deep and complex with aromas of wild herbs such as Rosemary and Athelas, along with leather, pipe tobacco, several wood species, open air and a sweet scent of freshly poured (or spilled) ale.
If it was my company that spent so much time and effort to create a product so rich in meaning, I'd probably shout it from the rooftops. Tyler on the other hand would rather you figure the rest out for yourself, if you'd care to.
That, as Tyler would say, would be your own journey to take.