Rowe Beef
Rowe Beef is a premium meat brand based in Canada, selling high-quality cuts direct to customers. The project was an ongoing email campaign series across three different campaign types: a Summer BBQ recipe email, a two-part Labour Day sales series, and a customer testimonial email. Each had a different goal, a different tone, and a different job to do for the business.
Role
Email Design (Figma), Campaign Art Direction
Recipe email, not a sales email
The Summer BBQ campaign wasn't a discount blast. It led with a recipe — a Striploin steak guide with ingredients, method, and a garlic butter sauce — and used that as the entry point into the brand. The thinking: if someone follows your recipe and it works, they'll trust you enough to buy. The design needed to carry that editorial quality, so the typography leaned into Playfair Display for headings and DM Sans for body — clean, readable, and slightly elevated without feeling cold.
The client's response on delivery: "The design looks fantastic, great work."
Two emails, one deadline
The Labour Day series was a different challenge — two emails, sent five days and two days before the holiday, each with a different tone. The first was warm and planned: here's what to grill, here's how. The second was urgent: last chance, sale ends soon, countdown timer. Both had to feel like the same brand while doing completely different jobs. The design held that balance — same visual system, different energy.
Letting customers do the talking
The third campaign was a testimonial email — no discounts, no seasonal hook. Just real reviews from real customers, presented in a way that made the product look as good as people said it was. The design had to make quotes and product images work together without feeling like a wall of text. The headline went through a couple of rounds — landing on "Meat the Reviews" — a small detail, but one that gave the email a personality consistent with the brand.
Client feedback on delivery: "Great work on this design."
Designed for the builder
All emails were designed in Figma and handed off for development in Klaviyo's drag-and-drop builder. That constraint shaped every decision — layouts needed to be buildable in sections, the countdown timer in Email 2 had to be editable by the client without touching the design, and the structure had to stay clean when rendered across different email clients. Designing for a platform means knowing its limits before you hit them.
The result
Four emails across three campaigns — recipe, seasonal urgency, and social proof — all completed and built in Klaviyo. Each campaign had a different goal, and each required a different approach to layout, pacing, and content hierarchy. The client approved all of them with minimal revisions.
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