With U

The client intended to launch a high-performance vegan haircare line aimed at a young audience aged 16 to 30, whose hair and scalp are increasingly affected by the use of heat styling tools, colouring, stress and hormonal changes.

The line begins with four daily-use products formulated with natural marine ingredients. The brand needed to be eye-catching while also communicating efficacy and scientific backing.

We chose a modern, striking typeface for both the logo and communications in order to convey strength and clarity. The colour palette is appealing but carefully selected—avoiding overly saturated or childish tones—to achieve a balance between visual appeal and credibility.

The bottle design is both iconic and functional: its straight lines and angled planes evoke technology and precision, while its unique profile ensures brand recognition. The flat surfaces allow the bottles to be aligned or stacked, creating strong visual impact on shelves and in campaign imagery.

The embossed logo on the back panel adds a high-quality tactile detail, while the soft-touch finish of the bottles enhances the sensory experience and reinforces the brand’s care-focused positioning. Aware that bioplastics are not the perfect solution, we chose sugarcane-derived polyethylene for the packaging, combining sustainability and performance.

Curator’s Insight

The faceted geometry is the headline move, but the more interesting decision is how the flat-panel surfaces function as a design brief in themselves… they force the typography to do all the expressive heavy lifting, which is why the oversized wordmark works so well here. It has room to breathe and dominate without competing with surface curves or embellishment. The overhead shot in the campaign imagery also reveals something the shelf never would: these bottles compose into an almost architectural cluster, which suggests the studio was thinking about how the range photographs as much as how it retails. That kind of upstream thinking is what separates a packaging system from a packaging set.