SKALA [REDESIGN]

This project reimagines the visual identity of the Brazilian haircare brand SKALA by translating its core values accessibility, inclusivity, and Brazilian culture into a clearer and more cohesive design system. The redesign organizes the brand’s energetic visual language into a structured identity that improves recognition while preserving its playful character.

Corporate Design · Packaging Design · Typography

2025

University Project

Concept: A visual identity redesign for SKALA, a Brazilian mass-market haircare brand known for vegan, affordable products aimed at textured and curly hair. The project translates the brand's core values — accessibility, inclusivity, Brazilian culture — into a clearer, more cohesive design system.

Role: Solo — brand analysis, logo refinement, typographic hierarchy, pattern-based visual system, color coding across product lines, packaging redesign, retail displays, and digital applications.

Process: Starting from an audit of SKALA's existing visual challenges (inconsistent layouts, weak hierarchy), the new identity is built around rhythm, movement, and color — drawing on Brazilian visual culture from the 1970s–80s. Organic wave patterns reference hair texture and function as a flexible graphic system applied across packaging, retail, and communications.

Outcome: A scalable visual identity — updated packaging, retail stands, posters, social content, and a website interface — that strengthens brand recognition while preserving SKALA's playful, vibrant personality.

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