Background: Parfumes are often directed to either of the gender or even to the other gender than the buyer. Its not only the fragrance thats different, its the shape, size, price and graphics. The classification of perfumes as ‘women’s’ and ‘men’s’ fragrances is based on certain gender stereotypes. Approach: We wanted to create a brand who trust that people can make their own decisions without narratives about what women or men want. In Sweden the word Hon means Her and Han means Him. When we worked on the naming for our product we decided to leave the middle letter out, H_N. We aslo choose the names one, two, tree and four for the different scents. Result: H_N is perfume for personal expression that shouldn't be limited by stereotypical rules. It is built on clear opinions, contemporary attitude and speaks to individuals instead of a gender. We focus on capturing the essence of a particular place, feeling, fragrance and time, that people can relate to or dream of. Like the smell of the smoke machine on the dancefloor or the fresh grass you laying in after a late night in a festival.