Yepoda

Yepoda came to us about 1.5 years after launch, already a fast-growing K-beauty brand that had outgrown its first look. The original identity was playful but infantile, a chunky hand-lettered wordmark sitting on a loose pink blob. It read young and a little cheap, and in markets like Germany, where the products sit well above drugstore beauty, the brand needed to look as premium as it actually was. Underneath that was a second shift: Yepoda launched expecting an 18 to 25 audience and found its real customer was 25 to 35. The brand had matured. The branding hadn't.

We anchored the whole rebrand on one tension: make Yepoda premium enough to justify its price without losing the playfulness people loved. The clearest expression is the logo. We took the original all-caps, hand-drawn wordmark off its rough pink shape and replaced it with a lowercase, high-contrast display logotype, editorial and grown-up, with soft curves that keep it warm rather than cold. The Korean lockup (예쁘다, “pretty”, which is what Yepoda means) sits underneath, holding onto the K-beauty authenticity at the core of the brand. This was an evolution, not a teardown: Yepoda already had a loyal community, so the brief was to elevate without scaring off the customers who fell for the original.

We rebuilt the brand as a complete system the team could run themselves as the line grew. Packaging spans the full range, designed to work on a crowded retail shelf and in a phone-sized DTC thumbnail at once, with glass primary packaging that carries the brand's vegan, recyclable commitment while reading quietly premium. The art direction stays light, warm and colorful, never moody, built around a “best friend” tone, the kind of skincare that feels like a daily self-care moment rather than a chore.

Three years on, the identity still runs the brand across packaging, retail and every market Yepoda has grown into. In 2024 the brand reported over €65M in revenue, up roughly 120% year on year, with more than 1M customers across Italy, France, Germany, Spain and the UK. In March 2025 it debuted in 100+ Sephora stores across Europe, including flagships on the Champs-Élysées in Paris and Corso Vittorio Emanuele in Milan. The brand that came to us looking like a young startup now sits on the same shelves as the most established names in beauty.

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Year - 2022
Client - Yepoda GmbH
Creative direction, Branding - Maja Regula
Branding, Packaging - Olena Doshak
Product photography - Owlsome Studio
Model photography: Camilla Camaglia @camillacamagliaphotography
Make-up Artist and Hair Stylist: Teresa Lobkowicz @incloveragency
Models izaio.modelmanagement: Zoey Lee, Vitor Carvalho, Geraldine Cherelle, Mariia Shykova

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