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.
SKALA is a mass-market Brazilian haircare brand known for vegan and affordable products, particularly aimed at textured and curly hair. The project analyzes the brand’s existing visual challenges—such as inconsistent layouts and weak hierarchy—and proposes a structured redesign that strengthens brand recognition across product lines.
Skala Rebrand Presentation
The new identity is built around rhythm, movement, and color, inspired by Brazilian visual culture from the 1970s and 1980s. Organic wave patterns reference hair texture while functioning as a flexible graphic system applied across packaging, retail displays, and communication materials.
Skala Rebrand Presentation
The redesign introduces a scalable visual language including updated packaging, retail stands, posters, social media content, and a website interface—demonstrating how a coherent identity system can operate across multiple touchpoints while maintaining a vibrant and inclusive brand personality.
Key Elements
Brand analysis and design strategy
Logo refinement and typographic hierarchy
Pattern-based visual system
Color coding across product lines
Packaging redesign
Retail displays and promotional materials
Digital and social media applications