Jade Yoga Email Campaign

Yoga Brand Marketing Strategy Study

Date

Sep 2025 - Oct 2025

Contribution

UX/UI Design
Brand Marketing Design

Team

Soyeon Lee
Mohammad Edalati. T (Photographer)

This project is a personal UX/UI study and was not officially commissioned by Jade Yoga.

Context

How can eco-conscious yoga brand appeal to yogis through an email campaign?

Jade Yoga is a yoga brand focused on producing eco-friendly yoga mats, allowing customers to contribute to environmental preservation through their purchases.
The brand also donates a portion of its profits to various environmental causes.

Unlike conventional yoga mats made with synthetic materials, Jade Yoga uses natural rubber tapped directly from rubber trees rather than PVC or other synthetic materials. As a result, its yoga mats are widely used by yoga instructors, practitioners, and beginners.

Jade Yoga's products are made from non-toxic, natural, and sustainable materials that align well with the idea of harmony. Its philosophy and core values resonate strongly with the spirit of yoga.

My Role

For this independent study, I developed design strategies based on Jade Yoga's brand philosophy, structured the visual design system, and designed the email campaign.

Incorporating Jade Yoga's core philosophy of harmony

This campaign aims to highlight Jade Yoga's commitment to sustainability and its connection to yoga's philosophy of mindfulness, creating a warm and meaningful brand experience that recognizes each customer as a mindful individual.

Experiencers

Who Are the
Target Audiences?

For this project, I primarily targeted yoga practitioners and yoga instructors.

Brand's Story

Jade Yoga is well known for its eco-friendly yoga mats among yoga practitioners and learners.
The brand values environmental sustainability, contributes a portion of its profits to environmental causes, and emphasizes the importance of of harmony.

Based on these values and philosophy, I aimed to create a campaign that connects Jade Yoga's brand philosophy with the spirit of yoga, bringing them together into one cohesive and meaningful experience.

Marketing Strategy

1. Product Promotion

Highlight the natural materials and craftsmanship behind the mats, explaining
how they enhance the yoga experience through improved grip, comfort, and safety.

2. Community Connection

Promote Jade Yoga's community membership by focusing on connection, shared
experiences, and personal growth among yoga practitioners and instructors.

3. Customer Stories

Feature real reviews and testimonials from actual users. Instead of simply stating
the product is great, showcase how the mat becomes an essential part of their
mindful routines and daily practice.

4. Membership Benefits & Philosophy

Introduce exclusive member benefits and conclude with a heartfelt message
that Jade Yoga is not just about selling products, but about celebrating each
individual’s journey toward mindfulness and harmony.

UI Design Plan

I used these main colors to maintain visual consistency and align with Jade Yoga's eco-friendly identity, yoga philosophy, and warm, mindful mood.

Sketch

I sketched the initial ideas before designing the email campaigns. These sketches became the foundation for planning the promotional strategy and maintaining visual consistency throughout the campaign.