ABOUT

Helping a founder bring his grandads ritual to the masses.

As a kid, Yeubo founder Emilio struggled with anxiety. To help, his Grandad created a "Magic Brave Jar" full of blue Skittles, promising Emilio that eating one would make him brave. It worked every single time. Emilio approached us to create a brand that brought this story to the masses. As with every project, we start by looking at the category to understand the cliches. It was awash with plastic tubs, childish graphics and an overwhelming orange colour theme. So we set out to go against all these with paper tubs, a punchy colour theme, bold typography, and a collection of product mascots to give the brand some relatability and distinctiveness.

The brand has since gone viral on TikTok, surpassing 4M views, has sold out 2 weeks after launch and has been featured in local news.