Case study · Packaging Design
Yamá Pó Descolorante
Bleaching Powder Refill System
Yamá's Pó Descolorante range runs to nine bleaching powders, each built around a different ingredient story. The system is designed so a stylist can shop by need without relearning the label every time.
01
Shopping by ingredient, not by name
Nine variants is more than anyone working behind a chair wants to hold in their head. A colorist reaching for chamomile or for keratin is solving a specific problem with a specific head of hair, and the pack has to answer that in the second it takes to pick one up. So I treated the range as one object with nine settings rather than nine packs that share a logo.
The shared white pouch carries all of it. Every variant uses the same architecture, the same fine floral linework tracing up the front, the same place for the name, and then one accent color arrives to say which powder this is. Making color the only real variable means the system gets learned once, and after that a stylist is only matching a hue to a need.
02
The promise that never moves
The performance claim is the one thing I refused to let shift. The "abre até 8 tons" badge and the check mark sit in the same position at the same weight on every pack, tinted to that variant and nothing more, so the promise reads as a property of the whole range instead of a boast each product makes on its own behalf.
Format is where a system like this usually comes apart. The retail tub and the lightweight refill pouch are different objects with different economics, and it would have been easy to let the refill become the cheaper looking cousin. It carries the same template instead, with a colored refill band across the top, so trading down in packaging never reads as trading down in product.
Shooting the full range together finished the argument. Set against a deep red gradient with real flowers and crystals standing in for a few of the ingredient stories, the photography gives an otherwise technical lineup some warmth without slowing down the logic that makes it work on a shelf.
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