Ubo Shampoo Series

Ubo Shampoo Series

Ubo Shampoo Series is an award-winning packaging design collection that embodies minimalist design philosophy through the strategic application of geometric forms and reductive aesthetics to personal care product containers, specifically developed to address the contemporary consumer desire for simplicity and visual clarity in an oversaturated marketplace. Designed by Wang Houcai and completed in Shanghai between April and May 2022, with commercial release in September of the same year, the Ubo Shampoo Series represents a comprehensive approach to packaging design that integrates brand identity, functional efficiency, and aesthetic refinement into a cohesive visual system. The design employs primitive geometric figures, particularly the oval form, as its central visual motif, which is manifested through deliberate line and surface cutting techniques that create a distinctive silhouette recognizable across the entire product range, including regular shampoo bottles measuring 79mm × 68mm × 218mm (525g), high-capacity shampoo bottles at 86mm × 75mm × 236mm (800g), body lotion containers sized 62mm × 53mm × 172mm (228g), and hair mask jars measuring 95mm × 88mm × 70mm (350g). The packaging utilizes polyethylene material, selected for its superior chemical resistance and impact durability compared to alternative materials such as polyethylene terephthalate, ensuring product integrity while maintaining cost-effectiveness in manufacturing and processing. The design philosophy underlying the Ubo Shampoo Series responds directly to the exhaustion experienced by modern urban dwellers subjected to fast-paced lifestyles, proposing that product design can serve as a vehicle for advocating simplified living through the elimination of unnecessary decorative elements and the embrace of pure, essential forms. The iconic oval visual symbol that permeates the entire packaging system functions simultaneously as brand identifier, ergonomic enhancement, and philosophical statement, with the cut-through surfaces not only emphasizing simplicity and beauty but also improving tactile comfort during handling and use, thereby elevating the practical user experience while maintaining visual consistency. The design challenge addressed by the Ubo Shampoo Series centered on reducing consumer cognitive load in product selection by establishing clear visual differentiation through distinctive bottle shapes that form immediately recognizable symbols, allowing the packaging to express brand values through minimalist beauty rather than decorative excess. The geometric approach draws inspiration from the ubiquity of basic shapes throughout human civilization, from small-scale objects such as capsules, earrings, and teacups to large-scale constructions including industrial equipment, spacecraft, and celestial bodies, demonstrating how fundamental geometric forms possess inherent classical beauty that extends into infinite variations while remaining simple, memorable, and easily recognizable. Developed for Banwea Brand Design (Shanghai) Co., Ltd., a comprehensive brand creative agency specializing in brand strategy, design, device development, product packaging, and visual animation across industries including fast-moving consumer goods, beauty, and fashion sectors, the Ubo Shampoo Series exemplifies the integration of artistic sensibility with scientific methodology in contemporary packaging design. The project earned the Bronze A' Design Award in the Packaging Design category in 2025, one of the world's most prestigious design competitions, where it was recognized for demonstrating a high degree of creativity and practicality, showcasing the dedication and skill required to produce work that stands out through thoughtful development and innovative use of materials and technology, with the award acknowledging designs that authenticate vast experience, imagination, and resourcefulness while incorporating best practices in art, science, design, and technology. The Bronze A' Design Award designation specifically recognized the Ubo Shampoo Series for its strong technical characteristics combined with tasteful use of creative skill, attention to detail, and contribution to quality of life improvements, with the award criteria encompassing innovation in packaging, sustainability and eco-friendliness, functional efficiency, aesthetic appeal, material choice, user convenience, brand identity reflection, market competitiveness, cost-effectiveness, safety measures, packaging durability, cultural relevance, social impact, originality and uniqueness, technical excellence, ergonomic design, product protection, information clarity, adaptability and versatility, inclusion of technology. The pump-head dispensing mechanism provides straightforward user interaction, reflecting the overall design philosophy of reducing complexity in daily routines while the cut-through surface design serves multiple functions as visual signature, ergonomic improvement, and symbolic representation of the brand's commitment to returning to authentic beauty through simplified forms. The Ubo Shampoo Series demonstrates how contemporary packaging design can transcend mere functional containment to become a medium for communicating lifestyle values, philosophical positions, and brand identity through carefully considered formal decisions, material selections, and production technologies, establishing a visual language that resonates with consumers seeking respite from visual clutter and decorative excess in their personal care products while maintaining professional execution standards that influence industry practices positively.

Minimalist packaging design, geometric bottle design, personal care product packaging, oval visual identity, polyethylene cosmetic containers, ergonomic shampoo bottle design

— Adam Dawson

CITATION : "Adam Dawson. 'Ubo Shampoo Series.' Design+Encyclopedia. https://design-encyclopedia.com/define/ubo-shampoo-series?E=483566 (Accessed on October 14, 2026)"