Mourenne
A modular Klaviyo email design system for luxury childrenswear brand Mourenne, balancing couture-level presentation with the practical needs of ongoing ecommerce.
SERVICES
When the product is made to order, the marketing can't feel off the shelf.
Mourenne is a luxury childrenswear brand specialising in couture and made-to-order pieces. With a product positioned at the highest end of the market, every customer touchpoint has a role to play in communicating craftsmanship, quality and value — including the inbox. Working alongside CRM and email expert Hannah Spicer Consulting, Soley Creative was brought in to create the Klaviyo email design system that would support the brand's wider email strategy.
Email design that reflects the considered experience surrounding a made-to-order product.
The challenge was to create consistency without making Mourenne's communications feel templated. Rather than designing individual campaigns in isolation, we approached email as a reusable system: establishing best-practice modules that could be combined in different ways depending on the message, product and customer journey. This created the structure needed for regular campaigns and automated flows, while leaving enough flexibility for the imagery and product to remain the focus.
Reusable modules create structure without restricting the creative.
Balancing brand storytelling, product imagery and clear customer journeys.
We designed a Klaviyo master template with reusable modules that could be mixed and matched across BAU campaigns and used to build out automations once the relevant dynamic content was configured. Clear hierarchy, considered spacing, strong imagery and purposeful calls to action balance the storytelling expected from a luxury fashion brand with the usability required from ecommerce email. The result gives Mourenne creative flexibility within clear parameters, helping different emails feel connected without simply repeating the same layout.
A flexible master template created to support campaigns and automated flows.
A consistent email experience designed to support the wider customer journey.
The finished template gave Hannah Spicer Consulting the design framework needed to execute Mourenne's wider email strategy, while creating a more efficient system for the brand's ongoing communications. Instead of repeatedly making the same design decisions, campaigns and flows can be assembled from an established toolkit — supporting greater consistency, faster execution and a customer experience more aligned with Mourenne's luxury positioning. It also ensures email plays its part in building brand equity rather than becoming the slightly less considered cousin of the website.
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