Krude was launching with a bold identity and an unconventional take on olive oil. The challenge was translating that energy into a retention system that could introduce the brand, educate customers, recover lost purchases, and drive repeat orders—without slipping into the traditional, overly polished language of the category.
We built Krude’s lifecycle email system from the ground up, spanning welcome, browse, cart and checkout abandonment, pre- and post-delivery, replenishment, cross-sell, pre-registration, and more.
The system balanced conversion with education—turning Krude’s chef-backed positioning, high-polyphenol EVOO, distinctive packaging, and playful attitude into a cohesive customer journey designed to move from first taste to repeat purchase.
Pop Up for Email Capture
We designed two acquisition experiences: a conversion-focused email capture for active markets and a geo-targeted sign-up for visitors where Krude wasn’t yet available.
Both extended the brand’s irreverent voice into the first interaction while building an audience for launch and ongoing CRM.
Agency: Homestead
Strategist: Joelle LaBelle
Copy: Bailey Baethge, Amanda Schumacher, Michelle Kleiman, Antonia Personette
Design: Alison Burnell, Mai Lo Her and Marissa Moore
Art Direction: Mauro Hernandez
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