015
Chameleon
A holiday season of promotional e-mail for a US cold-brew coffee brand, with a licensed collaboration running through it.
Work
humm
Four months of promotional e-mail for a kombucha brand in the United States, from Halloween through to January.
(01) Context
humm sells canned probiotic kombucha across the United States, out of Bend, Oregon. I worked the account through Wingz Media, with the agency team and the brand's in-house team.
Every send runs the same blocks in the same order: wordmark, headline in the condensed weight, one button, product photographed on flat colour, a row of three cans, and the closing lockup. What moves is the palette, and it moves completely. Burgundy in October, yellow and orange in November, blue and green for the early access invite.
Read in date order, the sends are one continuous retail calendar: Halloween, the best-selling flavour, Black Friday early access, Cyber Monday, a seasonal launch, the delivery cutoff, a year in review, and the big game in January.
(02) Scope
- Black Friday early access, as a two-part sequence
- A seasonal flavour launch, and a pairings guide
- The delivery cutoff, opening and closing on the same day
- One January campaign, executed in two colour routes
(03) Fall
October and November, before the discount calendar takes over. The calendar moment and the product carry these sends.
(04) Black Friday
Early access: the invite, then the last call
The densest stretch of the four months. Early access ran ahead of the sale as its own sequence, and the discount went out separately.
(05) Holidays
December runs two jobs at once: the season itself, and the logistics of getting cans there in time.
(06) Two routes
One January message, built twice. Same headline, same copy, two palettes.
Contact