Don't worry, you're not going insane: this is indeed a bottle, on which the iconic logo "CK" is imprinted.
But I'm sure I know what you were expecting: a shredded supermodel, sparsely clothing and showing off the newest, most fashionable underwear. Posing with smoky eyes, of course.
Similar to many fashion brands, they like their style slick, simple and elegant. A duo of letters, what we call both a word and founder's mark (when a Brand Name is derived from its founder), as well as an abbreviation in the form of a monogram, stands for so much more though.
Calvin Klein has managed to transcend the world of fashion to achieve the highly sought after status of "beloved brand", i.e., a brand that has bridged the gap between its ideals and its ideal customers. In only 50 years! Imagine that.
The uncomplicated typography, with a standardized cap height, uniform ascenders and a single loop, as well as the lack of serif decoration, lends a certain "de-bon-aire", which we've come to associate with luxury brands, in particular in the fashion niche.
They cater to both men and women, with highly promoted fashion shows that attract the newest talent in the world of couture, thus constantly re-proving its innovative image on the market.
Following the lead of other pioneers in fashion, CK'S stores only showcase fit model imagery and their mannequins lack "heads", invitation passersby to see themselves in the gallery's outfits.
CK's main differentiation possibly lies with its timelessness, which it constantly strives for. Making outfits relevant season after season has allowed them to build a long-term, loyal customer base.