Wildsmith Skin
A refined Klaviyo email design system for Wildsmith Skin, created to support consistent CRM while preserving the brand’s understated luxury and distinctive connection to nature.
SERVICES
Luxury email design doesn’t need to shout to work hard.
Wildsmith Skin is a British skincare and wellbeing brand rooted in the Heckfield Estate in Hampshire. Its world combines high-performance skincare, botanical science, responsible production and a strong connection to nature, with products and treatments developed around what the brand calls Radical Botany. Working alongside Rebecca Hilliard & Co., Soley Creative was brought in to create the Klaviyo email design system that would support the brand’s wider CRM work and ongoing customer communications.
A refined email system designed to extend Wildsmith’s understated luxury into CRM.
Wildsmith already had a highly distinctive identity: restrained, editorial and quietly luxurious. The task wasn’t to add more design. It was to translate that existing world into a repeatable email framework without losing the calm, considered feeling that helps support the brand’s premium positioning. The system needed enough flexibility for product education, launches, brand storytelling and automated journeys, while keeping every send recognisably Wildsmith.
Reusable modules create flexibility while maintaining a calm, consistent brand experience.
Product, education and storytelling brought together within one restrained design system.
Soley Creative designed a modular Klaviyo master template using reusable, best-practice content blocks that could be mixed and matched across BAU campaigns and future automations. Generous spacing, clear hierarchy, image-led layouts and restrained calls to action allowed skincare, wellbeing and home-fragrance content to sit within one coherent system. The result was a flexible framework that respected the brand’s visual restraint while making ongoing email creation more efficient.
One master framework supporting campaigns and automated customer journeys.
Designed to make ongoing email creation easier without compromising perceived value.
The finished template gave Rebecca Hilliard & Co. the design framework needed to build out Wildsmith’s wider CRM activity, while giving the brand a more consistent foundation for future campaigns and flows. That consistency matters for a luxury brand: it reduces repeated internal design decisions, protects perceived value and ensures the inbox feels like a natural extension of the wider Wildsmith experience rather than a separate marketing channel.
A scalable CRM design system built around consistency, clarity and restraint.
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