Maxton is one of the most valuable brands in the hair coloring market here in Brazil. This brand was already the leader at this market and now the goal is to recover this position. After a non successful upgrade three years ago, the company decided to go back to the golden days of the brand. So my briefing was to get inspiration at the packaging from those days. So thats what driven the design process. But behind the visual we got a lot of important information after some cultural research over the hair coloring consumers. Those insights were very helpful to create a unique packaging that communicate everything those women want to know. This project is about to be launched at BeautyFair 2012 in São Paulo and the bets are high. Hope everything goes well and also hope people like this new look!