I was really struck by Living Proof's no frizz products. First of all, the logo says it all. Even the straight line through it defines the results you'll get by using the product. What's most striking, though is the packaging structure. It's not easy to innovate on bottle shape. The caps' convex sides are so different from what I'm used to seeing. Not only is the bottle shape unique, but the cap seamlessly meets the bottle for an interruption-free profile.

Unfortunately, most new body care brands don't have the capital to invest in proprietary bottles (you need minimums of at least 50 thousand units plus several thousand in tooling costs). But, the payoff is a strong branded identity that no amount of surface design can truly match.

In your experience as a designer or brand owner, do you find structural form/shape to be critical to your branded message or not?