Eva Berezovsky (she/her) is an interdisciplinary writer, creative, and strategist—and a Leo sun, Pisces moon, Scorpio rising. Currently, she works as a Copywriter & Strategy Specialist at KNOCK, a full-service creative and branding agency. Previously, she served as Editor & Community Lead at Passerby Magazine. Here are Eva’s Good Brands.
On Good Brands
In my brain, a brand is good when it’s buttoned-up but not afraid to play, it’s interesting, it invites friendship with consumers, and it sparks something positive — warmth, inspiration, delight, comfort, change.
On What’s Important
An overall sense of thoughtfulness is important to me. I think a brand’s thoughtfulness can be viscerally felt, but on a concrete level, it can relate to things like polished, compelling visuals, additive copy, and tasteful, meaningful connection to cultural trends. Also… copywriting full-time definitely deepens my awareness of words out in the wild and drives extra attentiveness towards copy. I treasure when copy feels fresh and inspires my own writing.
On Brand Futures™
Because building a solid brand involves differentiating it, I think the future holds interesting, creative pathways to what this means. How will brands stay differentiated and fresh when there’s so much out there? The wellness soda battle (i.e., Olipop v. Poppi) feels emblematic of this question. I think one way brands are already handling this need to keep innovating entails tapping into nostalgia — going back in time or, for older brands, leveraging history that newer brands don’t have. (See Dove’s celebration of their iconic Beauty Bar.)
I also wonder about the future of “personal brands.” The line between people and brands only continues to blur — social media feels so ingrained, human-like AI developments feel so strange. As humans, how do we exist online without feeling like branded entities? How can we keep “personal branding” light and fun and healthy?
Loyal to: Essie
I’ve attempted to fall in love with other brands before, but the sticky manicure that sometimes results from trying something new usually isn’t worth it to me. My brand loyalty is therefore rooted in trust and reliability more than affinity for the broader brand experience or creative… although I’ve always appreciated the crispy typeface in Essie’s wordmark, imaginative shade names like pre-show jitters, and the cute naming of its quick-dry polish line, Expressie.
Recent Discovery: Horseradish Market
On top of its delightful logo and a name that feels right, the interior features whimsical, illustrated signage that celebrates product and brings a sense of humanity. Digital traces of the brand online and on social don’t do it justice, which makes the IRL beauty even more special.
4eva Favorite: Apartamento
Its identity nails a personal sweet spot, where clean/cohesive merges with eclectic/playful. And these descriptors echo the publication’s content, which both feels smart and has fun.
Beauty: Saie, Byredo, F. Miller & Saint Croix Essentials
My favorite category! On top of loving Saie’s products, I admire its creative direction (chic photo style especially), innovative brand experiences, and sustainability initiatives. I’m a Byredo fan, too — I feel transported by the sleek visuals (in-store and online) and sophisticated, poetic copy. And the clean warmth of F. Miller’s brand inspires the energy I want to channel in my own routines.
I must also mention that I love when beauty brands evoke an authentic feeling of care through looking/sounding human, hand-made, and earthy. Saint Croix Essentials, a local find, embodies this, and originally stole my heart with its “Schluffy Punim Sleep Oil” — “a lullaby for a sleepy face.”
Fashion & Apparel: Oddo Body & Mondo Mondo
From a voice and visual perspective, Oddo Body is another brand that balances cohesive simplicity with a tasteful sense of play. (This is clearly my type.) Mondo Mondo does the same. But I appreciate how Oddo Body extends beyond (under)garments — the brand includes an editorial branch that lives out its deeper mission via incredible manuals and curations of educational resources.
Food & Beverage: Tao & Hope Creamery
Echoing my Saint Croix Essentials reflection… When it comes to food and beverage products, I’m partial to brands that signal humanity and care by hand. Sometimes, when a food or beverage brand is too put together and chic, I wonder if it’s a cover for ingredients or something else that falls short. Local Minnesota brands that come to mind as looking and feeling reliably humble (lol) include Tao for their drink blends or Hope Creamery for their butter.
I do like to explore contemporary brands — think Ghia, and other creations you’d find at Pop Up Grocer — but my grocery-shopper self is usually more interested in an endearingly local look and feel than an artful or innovative one.
Hospitality: Polonsky & Friends, Cuervo Cafe
Any hospitality brand built or touched by Polonsky & Friends is surely beautiful. Their work nurtures the details and feels like a visualization of a deeper story. I also love the exploration of type, illustration, and color at Cuervo Cafe in Buenos Aires. Its menu design feels delightfully stuck in my head, which must mean it’s a favorite.
Wellness: Spencer’s Spa
Its brand is so warm and elevated, reflective of their services. Every step of the URL and IRL brand experience reinforces this sense of artful luxury — perusing its Instagram, booking an appointment on its site, waiting in the lounge, or even using the bathroom.
Music & Art: NTS Radio
Entering NTS is an immersion into an entire world (via both desktop and mobile views), yet it’s easy to get around. The sleekness helps photography pop. I love the way they bucket and name their “explore” zone and infinite mixtapes. A nice balance of effective navigation and mood-setting. As an honorable mention, I appreciate Jermaine Gallacher’s simple, artful digital presence.
Decor & Lifestyle: IKEA & GATA
I think IKEA’s editorial efforts via Life at Home and its portraits are insightful and expansive, and deliver a sense of warmth to the brand. GATA also stands out for its website design, photo style, and digital journal element.
Follow Eva > ofpearl.substack.com > @evaberezovsky
loved this <3! especially the question of 'personal branding'
absolutely love.