Case study · Packaging Design

Yamá Pó Descolorante Cacheados

Bleaching Powder for Curly Hair

This Yamá bleaching powder is formulated for curly hair, and the pack was built to say so before it says anything about lift.

Hair Color PackagingLabel DesignIllustration

Client

Discipline

Packaging Design

Deliverables

Hair Color Packaging, Label Design, Illustration, Salon Product Branding

Naming the person on the front

Most bleaching powder sells on lift strength alone, which leaves a whole aisle of products saying more or less the same number at each other. The opening was obvious once I sat with it. Say who the formula was made for, say it first, and the pack stops competing on performance and starts talking to one person.

So a line-art portrait of a curly-haired woman anchors the pack and takes most of its right-hand side. A drawing does something a photograph cannot here. It reads as a statement of intent rather than as a model, the curls can be drawn as pure line, loose and particular, and the hair itself becomes the argument. Warmth was the other reason, since the product is technical and the illustration keeps it human.

Yamá Pó Descolorante Cacheados packaging design, image 1

Yamá Pó Descolorante Cacheados packaging design, image 2

Yamá Pó Descolorante Cacheados packaging design, image 3

Answering the two objections first

The lift callout and the dust free badge are the two largest pieces of type on the pack, and that hierarchy is not an accident. Those are the only two things a colorist actually wants settled about a bleaching powder: how far it takes the hair, and how much mess it makes getting there. Answering both before the question is asked removes the hesitation at the point of sale.

Everything else falls in behind. Coral and teal carry the callouts against a white ground patterned with the same curl linework, and the supporting claims run small in three languages down the left column, available to anyone who wants them and out of the way of everyone who does not.

The 2019 ABIHPEC Hair Transformation award seal is set to be read rather than decorated with. I sized it as a real element of the layout instead of shrinking it into a corner sticker, because third-party proof is what closes the decision for a colorist weighing two products that make similar claims, and a seal too small to read does none of that work.