body cafe
pamper · indulge · relax
Draft for review

Your October newsletter

This is the October issue, built on your new email design. Take a look on desktop and mobile. Below it is a short guide to the brand rules every issue follows.

Body Cafe
October at Body Cafe: dermaplaning + peel, $95
Plus 2 for 1 hot stone back massages, Nimue Sun C SPF 40, and Bestow Gut Love + for your skin.

Open the email on its own →

Brand guidelines

The email system, in brief

Every Body Cafe email is built from the same parts, so each issue looks like you and is quick to put together. Here are the essentials.

01

Logo

Set in lowercase, light and widely spaced, as live text so it shows even when images are off.

body cafe
pamper · indulge · relax
body cafe
  • Moss on light grounds with the tagline in clay. Mist on the moss footer, without the tagline.
  • Never smaller than 20px, with clear space equal to the height of the “b”.
02

Colour

Calm, natural tones. Linen and mist carry most of each issue, moss and sage add weight, and clay is for small details.

Moss#222A20
Headings, footer
Sage#56684D
Buttons, links
Ink#2E342B
Body text
Clay#8A6A4D
Tagline, details
Linen#F2EEE6
Page background
Paper#FBF9F4
Email body
Mist#ECEBE1
Feature blocks
Sand#EEE6D9
Partner block
03

Type

An elegant serif for headings and prices, and a clean sans for reading. Headings are always sentence case.

Headings
Aa
Cormorant Garamond, 400 and 500
Body and labels
Aa
Jost, 300 to 500
Display 40/44Pamper yourself
Heading 30/36Book and win
Greeting 26/34Hi there, spring is here.
Body 16/26Warm and plain, like a note from the front desk.
Eyebrow 12/16October special
04

Spacing and shape

Seven spacing steps only, square corners everywhere, and no shadows, gradients or decorative borders.

8
16
24
40
48
64
96
  • 64px between every section. Space separates sections, not lines.
  • The email is 600px wide on desktop and stacks to a single column on phones.
05

Buttons and links

One filled button per issue, on the main offer. Everything else is an outlined button or a text link.

Book now Book for two Shop gifts →
06

Building blocks

Each issue is assembled from eleven sections. The offers move around to suit the month; reviews, feedback and your studios appear in every issue.

01
HeaderLogo, tagline and Book, Menu, Shop, Vouchers
Always first
02
GreetingOne line, with the client’s first name
Moves
03
Main offerLarge photo, price and the one filled button
Moves
04
Other offersPhoto beside text, up to three per issue
Moves
05
FeatureCompetitions, events or a standout deal
Moves
06
Studio shopTwo products side by side
Moves
07
PartnersA note from a partner, when there is one
After offers
10
Google reviewsA review link for each studio
Every issue
11
FeedbackGoes straight to Jen@bodycafe.co.nz
Every issue
08
Our studiosVictoria St, River Rd and Rototuna, tap to call
Fixed
09
FooterAddress, socials and unsubscribe
Always last
07

Photography

Soft daylight, white linen and real touch. Every photo is cropped to 4:3, with no filters, borders or text on the image.

A client relaxing during a facial
Treatment. Hands in frame, client relaxed.
Warm stones on a client's back
Detail. Texture and touch, shallow focus.
A single product on a pale ground
Product. One product, centred on a pale ground.
08

Voice

Use “we” and “our”, keep sentences short and state the offer simply. No capitals for emphasis, no emoji.

Write
Spring is here, and so is our September special.
Avoid
SPRING SPECIALS!! Click here to book online