The SOS Spray is an odor neutralizer that makes use all-natural ingredients that is so unbelievably effective that even morgues use it. So naturally, this little rockstar of a product deserved a bold and edgy brand design that could grab anyone’s curiosity and say “hey, that’s cool, what is it?”

The main brand identity is a bold red clothespin pinching a man’s nose, an iconic image globally understood by everyone: something stinks. The imagery portrays a very clear message that it also presented a unique opportunity for the product to have a playfully vague name.

The name S.O.S., which normally stands for “signal of distress”, and more commonly known as “save our souls” is a phrase universally used when one is requiring assistance in an emergency and needing it as soon as possible. For the S.O.S. spray, several “suggested” alternative definitions are provided on the packaging as the abbreviation could mean numerous things, and the product can be used in numerous ways. This fun play on words doubles as the products list of suggested use, and yes, I personally enjoyed coming up with these alternative SOS definitions:

Save Our Sinuses, Slay Odorous Smells, Stop Offensive Scents, Salvage Our Snouts, Sprinkle On Stinks, Soak Off Stale, Spritz Over Stuff, Snuff Out Stench, Spray On Sh!t..

When the customer buys the product and discovers its amazing, multiple, and convenient uses, it will be up the user to decide what SOS stands for, because let’s be honest, what’s more stressful than smelling something awful and not knowing how to get rid of it?