Client

CAULIPOWER

Services

Concept, Design, Layout, Typography

Project Overview

I created the overall look and feel for CAULIPOWER’s monthly newsletters. I worked first with the head of Marketing to decide on the general art direction for each email, then concepted several design options for each. Often these were launched in conjunction with matching art for social media and I worked on both simultaneously.

Once my layouts were approved, I handed off the art to a vendor to create the final HTML layout and animation. I then worked with the vendor through the revision process to finalize the emails. These are the final files that were sent to CAULIPOWER’s customers.

White Pizza Launch

This was a mini launch campaign of a new flavor in an existing line of products. The company wanted to highlight that this new product was different and showcase the tagline “Tomatoes have left the chat.”

I oversaw the lifestyle shoot for this campaign and wanted to ensure we captured an image that showcased the packaging, the YUM factor, left room for text, and could be used in a variety of assets. Most CAULIPOWER lifestyle photography is shot overhead, so the unique angle of this image also served to make the new product stand out.

Mother’s Day Giveaway

The client wanted this email to have a comedic hook, so we decided on a “Mom to English” translator. Pink normally isn’t used in CAULIPOWER branding, so I combined it with their standard yellow to tie it back visually to their brand.

In addition to getting fans to enter the giveaway, the team had been trying to drive traffic to their site mealhacks.com. I suggested we add a footer to the email that would highlight the site and also push sales of CAULIPOWER products for Mother’s Day.

National Pizza Day

This email campaign tied in with a matching social post asking fans to spot a pizza flavor in a crossword puzzle. For the email header, I wanted to “reveal” the reason for the search with some playful animation.

This was a new type of email concept: highlighting recipes that fans could make at home. I needed to stick to the main CAULIPOWER branding and use existing lifestyle photography. I kept to a green and yellow palette and aimed to pair the lifestyle photos with their copy in a way that would keep the email length to a minimum.