Krude
Keep the attitude.
Make the next step clear.
Creative Leadership
Art direction for a lifecycle journey
with a distinctly Krude point of view.
- My role
- Art direction, creative review,
selected email design - With
- Homestead
Strategy, copy & design - The work
- Lifecycle emails
Acquisition experiences
A bold brand.
A connected journey.
Krude's visual identity has a strong attitude. The task was to carry that character through lifecycle emails and acquisition experiences, while giving each message a clear purpose.
I partnered with strategy, copy, and design to translate the customer journey into creative. I directed and reviewed the work and designed selected emails; the design team created most of the executions.
Character in the details.
Clarity in the hierarchy.
Bold imagery, chunky typography, and unexpected color pairings gave the work its character. The direction connected welcome, product education, and repeat-purchase touchpoints without making every message look identical.
The welcome creative pairs product-in-use photography with a prominent offer. The product-education email gives typography and color a different role: making the product story the focus.
Explore the emails
One journey. Different expressions.
Browse 11 emails from the welcome and post-purchase journeys. Scroll inside a preview to read the complete email.
Welcome to Krude
Food-led introduction and a first-order offer.
Scroll to explore the full email
Hot Take
Lifestyle photography and a bold point of view.
Scroll to explore the full email
Why a Can?
Packaging education with a product-led hierarchy.
Scroll to explore the full email
The Dirty Truth
A more editorial approach to product education.
Scroll to explore the full email
There’s a Moment
A product-range introduction with a distinct yellow opening.
Scroll to explore the full email
Open it. Pour it. Mean it.
It’s the olive oil you’ve been waiting for
Scroll to explore the full email
Open it. Pour it. Mean it.
It’s the olive oil you’ve been waiting for
Scroll to explore the full email
The filthiest espresso martini you’ll ever make
This has no business tasting this good
Scroll to explore the full email
Things are about to get saucy
A few recipes to get things heated up
Scroll to explore the full email
Hot AND healthy?
It's giving olive oil
Scroll to explore the full email
The dirty details on your oil
From the field to your pour
Scroll to explore the full email
One brand.
Two next steps.
Visitors in active markets could sign up for email. Visitors where Krude was not yet available needed a pre-registration experience.
The two designs use the same voice and visual language. The action changes to match what each visitor can do next.
The first lifecycle program.
Built across 9 flows.
- Klaviyo-attributed revenue
- $6,975
- Placed orders
- 123
- Checkout Abandon revenue per delivery
- $0.75
Launched the brand’s first lifecycle email program across 9 flows. In the first six months, those flows recorded $6,975 in Klaviyo-attributed revenue and 123 placed orders.
Welcome generated the most revenue ($3,273), while Checkout Abandon had the highest revenue per delivery ($0.75).
The people behind the work
- Agency
- Homestead
- Art direction
- Mauro Hernandez
- Strategy
- Joelle LaBelle
- Design
- Alison Burnell, Mai Lo Her, Marissa Moore
- Copy
- Bailey Baethge, Amanda Schumacher,
Michelle Kleiman, Antonia Personette
Credits follow the existing case study. Final asset-specific attribution will be checked before publication.
KEEP EXPLORING
