Modern minimalism is at the core of BYREDO‘s ingenious branding that saw its fragrance bottles with their black metallic caps become something of an Instagram sensation long after the brand’s launch in 2006. To celebrate its 10th anniversary, creative director Ben Gorham took the concept further, creating Unnamed Perfume for which the label was left to the wearer’s imagination. This year sees its rebirth, Unnamed Reedition, to be personalised with new neon-coloured lettering in ode to Chinese Valentine’s Day.

“We created an unnamed fragrance that allows our customers to choose a name meaningful to them, and customise the label of their bottle. This is our way of celebrating the notion and uniqueness of smell,” says Ben. Packaged in a white box, each fragrance is accompanied by classic black and newly-launched fluorescent green, blue and pink typography stickers with which to personalise a blank label, be it with a meaningful name or date, or an associated scent.

Blending spicy pink pepper and punchy gin accord with floral violet and orris stem and earthy moss and fir balsam, Unnamed Reedition may evoke the sensuality of deep forest landscapes. But the true beauty, to BYREDO, lies in the unique perceived redolence of its wearers.

Unnamed Eau de Parfum, HK$1,850, is available at Lane Crawford BYREDO counters