A sustainable eCommerce experience for a brand that takes natural seriously.

Background

YOPE is a fast-growing Polish natural cosmetics brand with a strong physical retail presence and an increasingly important direct-to-consumer eCommerce channel. Their products — hand soaps, body washes, candles, and home fragrances — are built around natural ingredients, honest formulations, and distinctive, design-conscious packaging. The brand has real visual equity; the challenge was bringing that same quality to the digital storefront.

The existing eCommerce experience didn’t reflect the YOPE brand. It felt generic — standard e-shop templates with little of the warmth, materiality, or storytelling that made YOPE stand out on a physical retail shelf.

Our Approach

The redesign centred on translating YOPE’s physical brand language into digital interaction: natural textures, warm typography, and editorial photography given space to breathe rather than being compressed into a standard product grid. The information architecture was restructured to support YOPE’s ingredient-led storytelling — product pages were rebuilt to lead with origin, formulation, and ethos before price and conversion CTAs.

The design system was built to be coherent across a wide range of product lines and seasonal collections, using a token-based approach that made it straightforward for YOPE’s team to create new campaign landing pages without losing visual consistency. Sustainability and environmental communication were integrated structurally into the design — not added as text blocks.

Deliverables

• Full UX audit of the existing store with prioritised improvement areas
• Information architecture restructure for product discovery and storytelling
• Complete UI design across homepage, category pages, PDP, cart, and checkout
• Design system with tokens, component library, and responsive specifications
• Production-ready Figma file with developer handoff documentation