Email flows with one idea per brand
Welcome, cart, wine club and replenishment emails for US wine and DTC brands, designed in Figma for Klaviyo.
6 brands, 30 emails, built for light and dark mode
Thirty emails across six brands, each set built on a component library the team can keep using, so the next campaign starts from tested blocks instead of a blank file.
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Let's talkOverview
Email redesigns for six US brands in wine, skincare, fragrance and supplements. I joined each brand's list, read what arrived, and rebuilt the flows as a proposal for their team: five emails per brand, in the brand's own design system, ready for Klaviyo.
The challenge
Most of what landed in my inbox was one long image with the text baked in, so it vanished with images off, broke in dark mode and couldn't be edited without a designer. That matters more in flows than anywhere else; Klaviyo's 2026 benchmarks put automated flows at about 41% of email revenue from 5.3% of sends.
Approach
K&L Wine Merchants hides its best prices behind a free account and never said so by email. The idea became The Shelf Talker, the buyer's handwritten shelf card turned into a layout, and the wine club email uses it to sell two bottles a month: three tiers, Orazio Campoli as the buyer picking them, and the November 5 club tasting as a real deadline.
Osswald sells fragrance online, where the first objection is obvious: you can't smell it. The welcome puts the 10% on the first screen and answers that question before showing two bottles to start with.
The Absorption Company needed to explain a subscription before asking for one. Offer first (up to 35% off, two free gifts, free shipping), then who they are, what comes next in the inbox and the three best sellers.
Trump Winery's welcome reads like a printed invitation to the estate. The 15% and the first two bottles sit above the fold with the button, and 1,300 Virginia acres do the convincing.
Every email shares the same rules underneath: product, headline and button on the first phone screen, live text over the calm side of the photo with AA contrast measured on each line, light and dark tokens, and A/B subject lines.
Scope
- Welcome series, abandoned cart, wine club and replenishment flows
- Figma component library per brand, 600 px for Klaviyo, light and dark mode
- Copy in English with A/B subject lines
Outcome
Thirty emails across six brands, each set built on a component library the team can keep using, so the next campaign starts from tested blocks instead of a blank file.