Hilma — Sleep Support Email Campaign

A speculative retention email for Hilma, a doctor-formulated natural remedies brand on Shopify.

Unsolicited concept work. Not affiliated with, commissioned by, or endorsed by Hilma.

Hilma’s Sleep Support competes in a category dominated by melatonin. The differentiator is that it isn’t melatonin — it’s magnesium glycinate, L-theanine, reishi mushroom and passionflower. The design had to carry that ingredient story without turning into a science lecture.

Single-column, 600px-wide structure built mobile-first — most supplement opens happen on a phone, at night. The hero leads with the outcome rather than the ingredient list, and puts the CTA above the fold.

The ingredient diagram sits mid-scroll for readers who need proof before they convert. Below it, a full-range product block introduces the wider catalogue, so a first-time Sleep Support buyer sees Digestion and Immune as the natural next purchase.

The product grid isn’t decoration. Supplements live or die on repeat purchase, so the email is structured to move someone from a single SKU toward the medicine-cabinet habit Hilma is actually selling. Colour, type and photography treatment all follow the existing brand system — lavender, forest green and marigold — so it reads as Hilma, not as a designer’s reinterpretation of Hilma.

Scope

Concept, layout, and asset design. Built as a responsive campaign email for desktop and mobile.