The redesign of the Chao product line seeks to consolidate this Mexican brand in a very particular but very profitable market niche: hair care for girls ranging from 4 to 14 years old.

The detangler seeks to eliminate the morning knots and pulls when combing the girls and the liquid gel eliminates the uncombed hair, hence their names Chao Nudos (knots) and Chao Greñas (uncombed hair).

The redesign of logo and heat shrinking sleeve creates a new image that connects with the girls of the aimed target and shows them an aspirational and glamorous but believable character, which stands out in an important way on shelf over competitors that are limited to using licenses of characters from movies, unrelated to their products.