Participants can submit pixel, vector, mixed media, drawing, painting and photography works based on the HUGO Fragrances perfume bottle. Until August 31, 2009, the theme of SimpliCity encourages entrants to submit images related to "...the uncomplicated parts of city life. The quiet wilderness within the urban jungle." in which the HUGO bottle plays a central role. An archive of bottle imagery can be downloaded from the contest site, providing both Photoshop PSD and Illustrator EPS files.

Once complete, a design can be uploaded to the HUGO Create site, where 10 entries that reflect "clean (but strong) ideas, simple but great designs: basic, bold and beautiful" will be picked by judges and be rewarded with $500. One will also be published in i-D magazine. At the end of the summer, a selection of the winning HUGO Create submissions will also be painted on New York City walls. For the design challenged, an online Flash-driven generator can be used to create entries by dragging and dropping from a selection of more than 1,000 design elements. More information is available on the HUGO Create site.